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Moschino AW14

Junk food and Spongebob warped through vintage Moschino codes for Jeremy Scott's energetic debut

TextSusie LauPhotographyLea Colombo

Initial reaction:

Spongebob, McDonalds, American cereal and junk food references mixed through an alternative Chanel vortex and vintage Moschino bling, with a final operatic twist. Jeremy Scott is giving energetic, surface-driven, instantly recognizable hits to a public of pop-culture junkies, who may or may not even know who Franco Moschino was.    

The slogans:

One fur coat read “Fur Real”, another cow-printed jacket read “Cash Cow”. Scott doesn’t do subtle and it worked, judging by the cheers at the end. 

Fast food, fast fashion: 

Over 20 billion served, read one of the McDonalds subverted sweaters where the famous golden arches had been twisted into a heart. Apparently that’s legal – just about. Perhaps Scott is looking to serve up numbers of that proportion. Moschino for the masses?   

The wait:

Anna dello Russo commented that the show had the energy of a 90s Gianni Versace show, which used to run hideously late. Scott’s show clocked in at just past 57 minutes late, partly due to the fact that they were holding it up for Katy Perry and her entourage to arrive. She flew in specifically for the show. Not quite sure if the resounding boos in the pit and the crowd registered with her. She was sporting though, hamming it up for playful pictures with Scott in the restaurant kitchen with a pasta tray and some washing up gloves.

Natural succession: 

Everyone backstage after the show was wondering why had it not happened earlier. Jeremy Scott at Moschino was a no-brainer. His t-shirt (part of a capsule collection that hit the website immediately to satiate the Insta-fashion heads who would have seen pieces on the runway) read "I don't speak Italian but I do speak Moschino."  Scott knew exactly what he wanted to do before even arriving in Milan to get started and it showed.

Models: Kate Goodling (@kategoodling1), Maggie Jablonski (@JablonskiMaggie), Dauphine McKee, Sam Rollinson (@SamRollinson), Lida Fox, Lily McMenamy (@lily_mcmenamy), Binx Walton (@binxwalton), Lindsey Wixson (@lindseywixson), Sung Hee, Tanya Katysheva (@limur_t), Elisabeth Erm, Lais Ribeiro (@Lalaribeiro16), Devon Windsor (@devwindsor), Natalia Siodmiak (@nataliasiodmiak)