Drones are no longer just a toy for your techy uncle. Far from.

Fashion runway shows are the most important moments for press attention, and this year Dolce & Gabbana thought way out of the box, swapping out young millennial models for military state drones. They sent a bunch of flying drones down the runway, each showing a new handbag from the latest collection.

The results? Instagram lit up with images of the unusual show. And, it made a lasting imprint in the eyes of the fashion industry. Dolce & Gabbana even let the drones fly around on their official webshop, truly making a solid communicative remark.

Ultimately, don’t be afraid to adopt new technology, even if you can’t see its paybacks in the user manual alone.