First, there was the KFC bucket hat, then Nando’s dropped a bunch of streetwear-inspired merch. Now, life seems to be getting increasingly more absurd, with Cheetos holding its very first fashion show.  

Why? We don’t know. But as a month of fashion-based chaos kicks off in New York, you can look at it one of two ways: as a welcome (slightly chessy) distraction from the intensity of the schedule, or, well... a ridiculous marketing ploy designed to play into our collective love of ironic style and make the company some extra $$.

Inspired by its ‘consumers love of Cheetos’, the show saw diverse range of models take to the runway in a succession of black shirts with flame detailing, tops embossed with the Cheetos logo, a red dress made of so much tulle it could give Molly Goddard a run for her money, and see-through tote bags filled with (you guessed it!) Cheetos. Surely one trend we can all get behind. Later in the show came a special performance from rapper Saweetie as audience members, appearing slightly bewildered but actually pretty fascinated, looked on. 

Attempting to answer the persisting question of ‘why?’, a press release from the snack company acknowledged the recent virality of Cheetos within online beauty and fashion communities. “Inspired by consumers' own interpretations of the Cheetos look – which have proliferated on social media over the past few years – the brand will debut high-fashion-yet-playful looks with clothes, hair, make-up, and nail styling that takes 'looking like a snack' to a whole new level”, the company stated. 

Cheetos-inspired make-up tutorials have slowly crept onto the TL recently, while flaming shirts have had a renaissance on the streetwear scene (s/o Demna). It isn't the first time Cheetos have made it onto the NY fashion stage, though: Chromat models were seen making their way down the runway carrying bags at its AW18 show. 

This fashion show, however, is one of the strange (and increasingly frequent) moments when social media memes leave our screens and become a part of our reality. Irony becomes authenticity as a popular snack draws crowds at one of fashion’s most prestigious events – and no one is quite sure if its a joke or not. We’ll leave you to come to your own conclusion.