Philipp Plein has shocked the fashion world by sending weapon-wielding male models down the runway.
The German fashion designer featured, likely-fake, guns, grenades and balaclavas on the catwalk during yesterday's menswear show in Milan.
Monday also marked the one-month anniversary of the tragic shootings at Sandy Hook school in America, which claimed the lives of 20 children and six adult staff members.
The controversial display also comes amidst heated debates about changing gun laws in the US.
Philipp's Fall/Winter 13 collection was somewhat lost among the bold statements made, including topless models with slogans such as "Only kill for real love" and "Life's a game and it's not fair" scrawled across their torsos.
The pieces themselves were rather conservative and included printed T-shirts, ripped jeans and sharp suits.
Studded trousers, leather jackets adorned with fur and leopard-print pumps were among the edgier items.
During the show, male models waved the machine guns in the faces of the audience, who whipped out their camera phones to capture the shocking display.
At the end of the presentation, Philipp himself took to the runway and continued the military theme in a tight khaki T-shirt and baggy jeans.
Fashionista reports that according to a press release, the models represented: "new fashion heroes": "A troop of hot, strong, brave young men. Champions of a true ideal, fight only for real love, and 'Regret Nothing', which is also the groove of a new style battle."
In the past, Philipp has used troubled actresses Mischa Barton and Lindsay Lohan to represent his brand.
- Cover Media
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