To advertise its recent partnership with Shiba Inu, a meme icon, Italian clothing line John Richmond has uploaded a video clip to its YouTube channel.

In Milan, the capital of the Lombardy region in northern Italy, a “very private” event showcasing the outcomes of the partnership is anticipated.

The futuristic video clip features John Richmond-clad mannequins floating in front of a snake and the Shiba Inu emblem in the middle of a desert. In the distance, a massive guitar with speakers can be seen.

John Richmond thinks the collaboration has “rocked all expectations” at Milan Fashion Week without holding back.

On September 20, Milan Fashion Week SS23 began in earnest, with fashion fans able to catch a glimpse of the industry’s biggest talents. Gucci, Alberta Ferretti, Prada, Bottega Veneta, and other high-profile designers will take part in the fashion extravaganza.

The Shiba Inu team revealed its “cutting-edge” relationship with John Richmond in March. According to the brand, it will exhibit a fashion line in the form of non-fungible tokens. It was announced that the collection would be shown in Milan.

The event will feature actual replicas of its collection, “Legends Live Forever.”

David Bowie and Kate Moss have both worked with the brand John Richmond, which was started in the 1980s by a British fashion designer of the same name.