About

Gucci Challenge refers to a hashtag in which people imitate a unique fashion show created by designer Alessandro Michele in which he sent models down the runway holding realistic replicas of their own heads. The hashtag grew popular on Instagram as models and other users recreated the look with imitations of their own heads.

Origin

On February 21st, 2018, designer Alessandro Michele presented a fashion show in which models walked through a set resembling an operating room. One of the models was seen holding a plastic replica of her head (shown below).

Spread

Fashion Editor Giovanna Battaglia Engelbert^[2] posted several images of herself and others imitating the model holding her own head. On the 23rd, she posted an image of herself that gained over 27,000 likes (shown below, left). On the 25th, she posted a video of another woman, Anna Dello Russo, with heads, gaining over 17,000 likes (shown below, right).

The popularity of Engelbert's posts inspired others to imitate the style. Instagram user annastevanato^[1] posted an image of her "holding" two heads, which were her living friends, gaining over 650 likes (shown below, left). Instagram user sandro_barros^[3] made a similar post that gained over 748 likes (shown below, right).

The popularity of the trend on Instagram was covered by Harper's Bazaar.^[4]

Various Examples

Search Interest

External References