With recent shows that have included basketball players, cheerleaders, superheroes, skateboards and monster trucks, Philipp Plein has developed a reputation for in-your-face fashion at Milan Fashion Week – one that he maintained via his SS17 outing yesterday. 

Plein transported guests to an IRL version of Fergie’s “M.I.L.F.$” video, creating a set that resembled a hybrid of Willy Wonka’s Chocolate Factory / the Smurf’s village / a funfair. Fergie opened the show, performing from an open-top car, which was followed up by a set from Fat Joe.

The collection itself was inspired by hip hop; models walked in oversized gold chains, stonewashed denim and riveted white leather. Bringing the kitsch, noughties nostalgia to a head was none other than Paris Hilton, who closed the show before models climbed into a swing carousel at the end of the runway. 

The show finished with an announcement from the designer: taking his bow alongside Fergie, Plein announced that he’ll be moving from Milan and will take his next collection to New York.