Notably absent from New York Fashion Week in September, designer Tom Ford went against the grain this season, debuting an entire Spring/Summer 2016 collection in a succinct 3:28 YouTube video.

With an admitted fear of sending his creations down a press-present runway, it seems as though he would have already performed a stunt of this magnitude years ago. But the timing makes sense. Now more than ever, social media is the standard of all media. Our news, current events, and trends are all being discussed instantaneously. This collection being shot out to the masses in a split second is very of the time. It made noise and as expected, people went running to be the first to talk about it.

The video itself features your typical fashion girls and A LOT of sequins. Mixed in this soul train (the whitest soul train ever, mind you) of women’s garments on display are few good-looking male models in equally glistening sport coats and blazers. All of this is occurring while a Lady Gaga cover of the 1978 song “I Want Your Love” by Chic plays, giving the cast something to playfully lip sync to. Then a minute into it, you find Gaga herself, sporting a platinum blond bob, bleached brows and high-fashion bitch-walk on point.

That’s what makes this a force in fashion. With a recipe of one of the United States’ most renowned designers, Gaga’s mere presence being shocking at this point, and superstar fashion photographer/director Nick Knight, there was no way for this not to make waves. The collection, song and imagery have been receiving positive feedback and the video is rapidly approaching 1 million views in as little as three days’ time. The trio maintain their separate fabulous myths together, and we’re excited to see what comes of this bold move.

Images: Tom Ford Womenswear SS16