Gucci models held replicas of their heads and the internet is freaking out

This. is. terrifying. Gucci revealed their Fall/Winter 2018-2019 collection on Wednesday at Milan Fashion Week. To everyone's surprise, the models hit the runway carrying severed heads that were identical replicas of their own. 

What do you think? Cool and unique, or terrifying and creepy? Do you think Gucci did this just to go viral?