The invitation read “Alice in Ghettoland,” and as the problematic name of the show promised, tonight’s Philipp Plein set was a pastiche: of Lewis Carroll magic mushrooms, of a giant garden troll with “pimp” spelled out across his shirt and Plein’s double-P logo on his hat, of ice cream trucks, of a bare-chested landscaper, and of sudsed-up shirtless car wash men. A quartet of young kids scampered around eating candy and knocking over a lamppost, oblivious to the NC-17 lyrics on the sound system. The handymen who fixed that lamppost wore shirts. Giant carnival swings towered over it all.

How very Spring 2017 in its fashion happening-ness, you may be thinking. True enough, there were echoes of Tommy Hilfiger’s stateside carnival in this evening’s through-the-looking-glass goings-on, but Plein deserves some props for getting in early on the big event idea. He had a roller coaster on his Fall 2015 runway. A year before that he hired Rita Ora to emerge from a smoking car and sing “Facemelt.” Tonight it was Fergie and friends who kicked things off, propped up on the back of a low-rider convertible.

The models who followed wore faded-wash denim tricked out with piles of gold chains, shrunken nylon track jackets and pants, metallic croc suits and matching high-tops, and slinky chain mail. One model carried a bejeweled boom box, nonfunctioning as far as we could tell. If there was a progenitor for this collection, it was Versace; Plein’s show was hip-hop the way Gianni’s safety-pin show of the early ’90s was punk.

In addition to Fergie, Plein had the rapper Fat Joe. Taking the same low-rider loop Fergie did, he rapped “All the Way Up,” a tune that could be Plein’s theme song. A Plein store in Atlanta opened last week and Philly is on the horizon. “America is virgin territory,” Plein’s CEO, Graziano de Boni, said before the show. Plein seems determined to conquer it. Just as the balloons were about to be released—yes, there were also helium balloons—and the party was about to get lit, Plein made an announcement. “I want to say thank you for the big support, this is my last show in Milan. We’re going to move the show to New York.” NYC, are you ready?

Plein, are you? Paris Hilton is in your corner, but show titles like Alice in Ghettoland won’t get you far in America.

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