Last month was a big one in the fashion world – designers took to four cities to showcase their new collections, stage thousands-strong shows, and unveil what they’ve been working on for the past few months with a bang. And perhaps more so this time around than ever before, we saw a series of viral moments that defined the season: with brands upping the ante in terms of set design, art direction, celebrity attendance and the clothes themselves in order to cut through the noise.

Speaking at the Schiaparelli presentation in Paris last week, Daniel Roseberry acknowledged this fact. “In today’s world, I think everybody else is getting more ‘shocking’” Roseberry told Dazed. “I want to be on a different frequency to everybody else”. Encapsulating the dichotomy of consistently good vs standout shocking moment that is monopolising the industry as of late here, there seems to be an emerging divide between brands which are pushing the boundaries of spectacle and those who avoid the rigmarole entirely.

That’s not to say one is better than the other – brands such as Courrèges and Issey Miyake are respected for their consistent great output. Equally though,some of our favourite fashion moments of all time have been shocking, memorable fleeting moments of genius: with these spectacles catapulting them into new levels of fame and public consciousness that simply could not have been achieved in the same time with just a good collection. 

Combined with the complete domination of apps like TikTok in pushing these viral moments out to the masses, and it’s no wonder that lots of fashion brands are choosing to go bigger and better with each coming season: instead of being filtered through a few, chosen magazine articles, shows and collections have the ability to be viewed by hundreds of millions of people almost instantaneously. In light of this, we’re breaking down some of the most viral moments of the season, as told through our TikTok. Keep scrolling for the update.

FENDI’S NYC SHOW CURTAIN – 20M VIEWS

As one of the first shows in the month’s schedule, Fendi took to NYC for a special show which chronicled its famous baguette bag. However, perhaps the most watched moment was the show’s start – which saw Kim Jones pull a huge, undulating curtain down to reveal the catwalk in an oddly satisfying clip which has amassed over 20 million views to date.

KRAVIS CALLING – 4.4M VIEWS

The Kardashians’ middle name may as well be viral – and this clip we took of Kourtney and Travis Barker arriving at Tommy Hilfiger’s show in New York has been seen over 4 million times. Wearing looks from the new collection, they were accompanied by Travis’ daughter Alabama, and her bestie Jodie Woods. Name a more iconic quartet.

HARRI’S FASHION AEROBICS – 1.4M VIEWS

Next up in the fashion month schedule was London – who’s shows were mostly paired back due to the Queen’s death, but still managed to deliver. One of the most-viewed moments of the week though came from HARRI’s presentation – which saw the designer’s signature avant-garde inflatable fashion in action. Check it out below.

BEAUTY @ CHET LO – 1M VIEWS

One of the highlights (pun intended) in London’s busy schedule was Chet Lo’s show. We caught up with him backstage before the show, and for this video, focused on the beauty. This season saw airbrushed paint on faces, torsos and limbs as well as vinyl flower hair accessories, and clip-in colour extensions which added a nostalgic edge. Beaut.

DIESEL’S MEGA-SHOW – 8M VIEWS

Then came Milan, opened by none other than Diesel by Glenn Martens. This was a show of huge proportions, in more ways than one: open to lucky members of the public, featuring a seriously strong lineup of looks, and a world-record breaking inflatable sculpture set. The latter has been seen nearly 9 million times over on our TikTok – take a look for yourself here.

GUCCI TWINSBURG – 4M VIEWS

Also in Milan was Gucci, who’s show this season sent nearly 70 pairs of twins down the runway – a move which gained a lot of traction online. Running two simultaneous shows before the middle wall lifted and the twins were revealed, this was fashion as spectacle down to a T – or down to a G, to be exact.

BOTTER’S CONDOM GLOVES – 6.2M VIEWS

With barely time to catch our breath, it was on to Paris. Opening the schedule was Botter, who’s underwater hues are always a quiet and consistent highlight. However, this season the brand broke the internet for its condom-gloves. Filled with water and blue liquid, these looked amazing bobbing down the runway, despite their less-than-glamorous construction backstage. Check it out below.

TOMMY CASH @ RICK – 840K VIEWS

One set of people who always show up and out are Rick Owens attendees, and Tommy Cash takes things to the next level. Last time, it was in a biblical-ish outfit including trailingly-long hair, and this season saw him take on the Rick human backpacks. Confused? So are we. Catch up here.

BALENCIAGA AFTER PARTY – 1.7M VIEWS

Rounding off fashion month’s viral moments on our TikTok was this clip filmed at the Balenciaga after party. Whilst we were half expecting an intense techno night, we were treated to a performance by Omar Souleyman, who had the crowd moving into the early hours. Then came the techno, ofc.

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