The Gucci Challenge is Instagram's Weirdest New Trend

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Fashion, at its core, is one long battle for freshness. 75 years after the very first Fashion Week, and 115 since America's first catwalk show, the ante keeps getting upped by fashion pioneers to grab attention by any means necessary. Nowhere was this more evident than at Fashion Week this year. Designers went full tilt into crazy town.

Chromat worked Cheetos into its runway show and designs:

A model walks the runway for Chromat during New York Fashion Week, on February 9, 2018 in New York City. (Photo by Noam Galai/ Getty Images for Chromat)

Collina Strada incorporated a real-live-baby accessory:

A model walks the runway at the Collina Strada AW18 Collection during Fashion Week, February 8, 2018, New York City. (Photo by JP Yim/ Getty Images)

But it was Gucci who won the war of weirdness with, well... THIS:


After the double-headed fashion show, Instagram's Director of Fashion Partnerships (yes, they actually have one of those), Eva Chen, asked the world to join in with the Gucci Head Challenge. The first wave of responses came from the fashion elite.

Italian fashion journalist, Anna Dello Russo:


W's contributing fashion editor Giovanna Battaglia and artist Maurizio Cattelan:


Fashion consultant Yasmin Sewell and fashion creative designer Mark Vassallo:


But the fun really started once the word spread beyond the realms of professional fashionistas.

Casual couples:


Party people:


Terrifing, plate-collecting Russian dudes:


Interspecies mash-ups:




Teddy bears (Moschino ones, of course):


Perfect mom-daughter pairings:


Whatever the hell is going on here:


One-time Project Runway All Stars guest, Marge Simpson:


Amazing Anna Wintour imaginings:


Dashing Sonny and Cher lookalikes:


And finally... a true originator who is finally getting the credit he deserves:


Instagram is currently alive with #GucciChallenge head combo photos. So if you have an old Girl's World head lying around in your attic, rejoice! You finally have a semi-justifiable reason to dig it out.