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:

https://twitter.com/businessinsider/status/966354864480620544

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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:

https://www.instagram.com/p/BfmZpppBaO0/?hl=en&taken-by=anna_dello_russo

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

https://www.instagram.com/p/Bfn6Rd5hF6-/?taken-by=bat_gio

Fashion consultant Yasmin Sewell and fashion creative designer Mark Vassallo:

https://www.instagram.com/p/Bff8kEGBoC1/?taken-by=yasminsewell

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

Casual couples:

https://www.instagram.com/p/Bfo-tI6DiLK/?taken-by=brunanakano

Party people:

https://www.instagram.com/p/Bfr7lvshnEP/?taken-by=denis_ishpaev

Terrifing, plate-collecting Russian dudes:

https://www.instagram.com/p/BftBNMshjYN/?taken-by=tubikart

Interspecies mash-ups:

https://www.instagram.com/p/BfoWRxdlS-i/?taken-by=iam_bora_

Dolls:

https://www.instagram.com/p/Bfj7QnhhYeV/?taken-by=swirlgirl2008

Teddy bears (Moschino ones, of course):

https://www.instagram.com/p/Bfs4Mvjhj3r/?taken-by=theasuncionist

Perfect mom-daughter pairings:

https://www.instagram.com/p/BfqyTOBABNP/?taken-by=downtowndoll

Whatever the hell is going on here:

https://www.instagram.com/p/BfsdJ88HeXS/?taken-by=denise_mcconnochie_veils

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

https://www.instagram.com/p/BftJ-FggAVf/?taken-by=kikascharm

Amazing Anna Wintour imaginings:

https://www.instagram.com/p/BftLtYMlEdF/?taken-by=drawbertson

Dashing Sonny and Cher lookalikes:

https://www.instagram.com/p/BfjvEtNgaGz/?taken-by=elia.cazzaniga

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

https://www.instagram.com/p/BfsUhf8BjKq/?taken-by=lkerin

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.

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