Over the past few years, Fashion Week has become more about the viral moments than the clothes.

Blame TikTok culture and the meme-ification of fashion, but this season's marathon of Autumn-Winter shows, taking place across New York, London, Milan and Paris, has seen more stunts than a motocross event.

Where a celebrity in the front row used to make headlines, the ante has well and truly been upped: now, designers are working with their PR teams to engineer spectacle after spectacle for social media audiences. The rule seems to be if it's bound to go viral, it goes on the runway. And things are getting... weird.

Below, we recap the 10 biggest moments of fashion month in order of 'WTF'.

1. Gucci's 68 identical twins.

Firstly, where do you even find 68 pairs of identical twins? Some kind of twin-only modelling agency?

Turns out they were scouted at Twins Day, an annual twin convention that takes place in Twinsburg, Ohio. We have to commend Gucci's eccentric creative director Alessandro Michele for outdoing himself here.

In a previous runway show models carried replicas of their own heads like they were handbags, but this is somehow more remarkable.

The designer cited the idea as a tribute to his mother and her twin sister, whom he grew up fascinated by. The show was also a commentary on duality and 'otherness'.

Plus, there was a dress with a Gremlin on it. No word yet on how the gremlin fits with the vision, but it's Gucci, so sometimes you've just gotta do this ¯\_(ツ)_/¯

2. Paris Hilton closing the Versace runway.

It's not that Paris Hilton doesn't fit as a brand ambassador for Versace. That definitely checks out. She's just not someone you... expect to see closing a runway show at Fashion Week. Miami, maybe, but not Milan.

But there she was, in her pink glomesh dress and veil giving 'bridal Barbie' and strutting down the runway like only Paris can. All that was missing was a soundtrack of 'Stars Are Blind'.

3. Kanye's bedazzled thongs.

In case you missed it, Kanye West wore a pair of silly shoes to the Burberry show and the internet lost its mind.

Maybe it's because he teamed his sparkling thongs with black socks and a full leather outfit and also a hood.

Weird flex, but okay Ye.

4. Nipple ribbons at Acne.

We did not expect next Winter's trend report to include ribbons for your boobs (seems cold?) but again, here we are.

5. Kim Kardashian's problematic Dolce & Gabbana collab.

Another day, another Kim Kontroversy.

Kardashian worked with the design duo to reimagine a series of archive looks from the heritage Italian brand for their 'Ciao, Kim' show. And although the outfits were fabulous, the collaboration was a move damned by many given Stefano Gabbana and Domenico Dolce have been mired by controversy in recent years – from racist tones in an advertising campaign to homophobic comments relating to gay men having children.

Not to mention Gabbana once said the Kardashians were "the most cheap people in the world". Awks.