The Viktor & Rolf meme gowns debuted during the designers' Spring/Summer 2019 Haute Couture collection, titled 'Fashion Statements.' The show featured eighteen massive tulle gowns layered with ironic, social-media-inspired phrases like 'I am my own muse' and 'No photos please.' By blending the exclusivity of high fashion with the accessibility of relatable internet culture, the collection became an instant viral sensation. These gowns are widely used as meme templates to express everything from extreme introversion to blatant arrogance, providing a visually dramatic way to convey a mood or message. The template remains popular for its ability to contrast luxurious aesthetics with often blunt or sarcastic commentary.