Italian luxury fashion house Dolce & Gabbana recently hosted a fashion show at Riyadh Ritz-Carlton that has prompted widespread mirth over the internet as the gowns and accessories glided down the runway not draped over models but instead hanging limply from a drone.

In an interview with BBC Arabic, Ali Nabil Akbar, one of the organisers of the fashion house said that the decision to show off the goods using drones is suitable for the month of Ramazan. Akbar added that the organisers had spent a long time thinking about how to decorate the entire event accordingly.

“The idea is that we want to add things that are simple yet beautiful,” Akbar tells the BBC. “Even the décor and set-up of the hall was organized beautifully, everything involved innovation.”

On social media, some compared the show to a horror film, with users suggesting that the floating dresses looked like they were being worn by ghosts.

The conservative kingdom has been instituting reforms that ease restrictions keeping unrelated men and women from interacting in public. Regulations refraining women from attending concerts and sporting events alongside men have already been mitigated.