Model Yasmin Le Bon donned a 50 kilo (that's 110 pound) Stephane Rolland dress as she made her way down the haute couture runway - with the help of two assistants - in Paris on Tuesday.
The dress was a tribute to material by the designer and took the form of square metre upon square metre of red silk jersey fabric with lacquered metal applique detailing.
We're assuming the two assistants who kept Yasmin company on the catwalk were also on hand to drape the train for the photo above in the time-honoured manner of bridesmaids the world over.
According to the AP report the fabric was 45 metres at its longest point but given 45 metres is about the same as 5 double-decker buses parked one after another we're going to suggest there's a missing decimal point and it's 4.5 metres. Or involves a hell of a lot of pleating.
We can see what Rolland was doing and the 50 kilo-ness of it all makes for a decent headline, but when push comes to shove couture involves attention to detail, fabulous fit and remarkable engineering. Looking at the stretch of the fabric around Yasmin's top half it looks like the dress is pulling rather than hugging (although the prospect of losing 110 pounds simply by taking your clothes off isn't unappealing...)
What do you think? Will it be gracing any red carpets this awards season?
And speaking of red...