Pink flamingos, magic mushrooms, ice-cream trucks and a giant carousel… Welcome to Ghettoland, a candy-coloured town where everyone dreams big and fantasies really do come true.

Entering through a towering ghetto blaster in a chauffeur-driven Cadillac, hip hop queen and ultra-vixen Fergie reigns supreme in this town. Her song M.I.L.F. $ booms through the enormous speakers: “You got that, you got that, you got that milk money… I got that, I got that, I got that MILF money.” The Ghettoland girls chant the lyrics like a national anthem.

These women are beautiful, powerful and in control. There are no desperate housewives here: these women run the place with a rod of glittering gold and they dress like hip hop honeys. Everyday uniforms like jeans and tracksuits are pimped-up into super-luxe pieces with the addition of croc-prints, intricate embellishment and layers of heavy gold jewellery. Baseball caps, high-tops and bomber jackets are elevated into perfect examples of street-style couture. More is definitely more, and these women want to be noticed; their playthings – the local college boys and hired help – can only stand back and watch in awe as they swagger by.

Alice in Ghettoland is the largest and most ambitious show ever attempted in Milan Fashion Week. It is also the last time Philipp Plein will present a collection in Milan. Starting next season, the global brand will stage its explosive extravaganzas in New York City. Get ready, it’ll soon be time for a new adventure.