Giorgio Armani has seemingly slammed Gucci for going too far with their shows. (Pic: Bang Showbiz)
The 83-year-old fashion mogul hit out at the fashion house for their controversial Milan Fashion Week Autumn/Winter 2018 presentation last week, which saw models walking the runway holding realistic-looking dragons and replicas of their own heads, and insisted its important not to go "overboard" with staging, but to let the clothes do the talking.

Though he didn't mention the brand, or creative director Alessandro Michele, by name, he told WWD: "No, I don't want to be a part of this. Fashion can't be a means to have the media talk about you. We have to move and excite but without going overboard - it's too easy.

"I have never wanted to trick consumers, and what I show on the runway is what customers can find in stores."

Alessandro previously revealed the Gucci show was partly inspired by the 1984 essay 'A Cyborg Manifesto' by Donna Haraway and insisted fashion is about more than just what will sell.

He said: "Limiting fashion to something that only produces business is too easy."

And he explained the severed heads were used to represent accepting the self and "looking after your head and thoughts."

“Through my work I can instigate my audience. To trivialize fashion, limiting it to a jacket or the length of a skirt, is reductive. Fashion is something powerful, which invites us to invent and experiment, and which is born as an answer to the contemporary,” #AlessandroMichele on the #GucciFW18 collection. #mfw Integrated special and visual effects by @makinariumsfxvfx. Tiger head hardware inspired by a vintage Hattie Carnegie jewelry design. Major League Baseball trademarks and copyrights are used with permission of Major League Baseball Properties, Inc. TM, ® & ©2018 Paramount Pictures. All Rights Reserved The SEGA font is used with permission of SEGA Holdings Co., Ltd © Chikae Ide Versions of Stabat Mater by Vivaldi and Giovanni Pierluigi de Palestrina Stabat Mater by Giovani Pierluigi de Palestrina sung by The Tallis Scholars Other Music: Rob Lewis & Emre Ramazanoglu

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The show itself took place in a room that was decorated to resemble a hospital operating theatre, with green painted walls and hospital equipment lining the runway, and was attended by those who had received invitations sent out in what appeared to be medical waste bags containing timers that counted down to the show's date, along with 'parental advisory' warnings written across the sides. 

Alessandro explained after the show his own job was similar to that of a surgeon.

He said: "Our job is a surgical job: cutting and assembling and experimenting on the operating table."