Stupidity and Groupthink
This feels like a team of marketing tools making a godawful stupid mistake in the throes of groupthink, and deep inside what sounds like a corporate culture of 'keep your head down and never question management.'
Which as a potential customer says to me: "Never give these bozos your business. They are clueless nimrods who think they're clever when they're actually stupid." Sure they're getting publicity, but it's the kind of publicity that will drive away a lot of customers.
They had to get the lampshade hats made by a crafts-person or costumer, and rent/buy the dresses, and hire the models and then blithely blunder through (I assume) the shocked and confused response to the idea by the promotional models they hired. Or maybe they wanted branded cocktail dresses, didn't give themselves enough time, and thought the lampshades were a smart workaround for their bad planning.
I'm sure the women in the lampshades were quite amused when they got the job. Go to a motor vehicle show of any flavor and you'll see much worse, so if these women have done more than a dozen conferences they've already seen much worse. From a brief troll through the news sites it seems booth babes (promotional models) are much less common than just five years ago. Good riddance.