I haven’t been to a lot of shows this Fashion Week. A robust social life and general ennui have led to a sparse schedule, though I was pretty amped to go to Philipp Plein’s Fall 2017 show, which took place last night at the New York Public Library.

This was Plein’s first showing Stateside, and he went BIG. Outside, Fort Knox like security guarded the majestic venue, which was festooned with projections of American Flags. Inside, the front row was jam packed with American hip hop and pop stars, along with socialites and editors. Fat Joe, Remy Ma, and Keyshia Cole were perched on one side, while Slick Rick held court in the main hall. Paris Hilton and Nicky Hilton were in the building; Kylie Jenner, Tyga, Victor Cruz, Shay Mitchell, and Carine Roitfeld saved just enough space on the front row for Madonna, who slid into her seat an hour after the scheduled start time.

And then the show began. Nas came out to ‘If I Ruled the World’ (sadly sans Lauryn Hill) while giving dap to Fat Joe and Slick Rick. Philipp grabbed the mic afterwards to introduce himself. He said, “People always ask, ‘Who the F*ck is Philipp Plein?’ Well, here I am.”

The show itself gave nods to New York swag and hip hop culture in particular. Models flaunted braided hairstyles, locs, and slickback while rocking shiny oversized puffer jackets, fur coats, velvet onesies, bedazzled leggings, and thigh high boots, all decorated with Plein’s logo (see all the runway pictures in the gallery above).

He affirmed his love for New York via t-shirts printed with the Statue of Liberty and the American flag.

Of course Plein was not short on surprises. Jeremy Meeks aka ‘Prison Bae’ was the first face to hit the catwalk.

Plein flew Young Thug in from his tour in Manchester, UK to model one look for the show.

Fetty Wap and Desiigner also walked in the star studded spectacle.

His line contained more than a few wearable pieces, and fell in line with the current trend of resurrected 90’s styles espoused by Vetements and Hood by Air. Were they classics? Not at all. But they will undoubtedly appeal to urban millenials who are awed by bright lights, famous faces, and extravagant displays.

It is clear that Plein has an affinity for hip hop culture. From his last Adventures in Ghetto Land show in Milan to his current collection, his love of American culture and the urban aesthetic runs deep. The opulent venue and celeb infused event, it’s clear that Plein is going for the gold with gusto: he will not be ignored, and will go to any lengths to make sure that he is noticed. Well, he’s got our attention!

Yes, he’s got our attention for now. But can he keep it?
See the full runway in the gallery above.