Mood board: What to do with a brand called Billionaire? If you are extravagant owner Phillipp Plein, you vamp up the Dallas theme song, plop a golden helicopter on the runway and send out models oozing in machismo. The attitude was JR Ewing meets Roberto Cavalli, with handsome ruggedly bearded rich men in skin tight jeans or suits, worn with fully fledged mink coats and cowboy hats.

Best in show: The trousers may have been a tad too tight here, but the jackets in buttery crocodile or suede trimmed in leather, were exquisite.

Finishing touches: The extras here cost more than most people's annual savings. All of them of course were purely optional to most men's lives, including the shiny alligator boots, crystal studded slippers, tuxedo shirts trimmed in diamond crown buttons, wide brim hats with ZZ Top beards and shiny black eyewear.

RELATED TOPICS: PHILIPP PLEIN