I am running an e-commerce website which sells designer dresses (around 80 different models). Most of the traffic currently comes from Facebook ads. Do you recommend to create landing page for such a business or send traffic to the /shop/ page with all models? Which sales funnel would you recommend for fashion ecommerce web-site?
I would consider every product page on your site a landing page worth driving traffic to. Almost everything you would do to optimize a landing page for performance can be done to your internal site pages. This will 1) help you get better results from your existing pages and 2) save you time from having to optimize multiple pages for the same thing.