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24 hours in fast fashion

When is fast too fast? We chart 24 hours in Jeremy Scott's Moschino, from show delays to instant shop

Forget pasta, Milan AW14 was all about McDonalds. For his Moschino debut, Jeremy Scott swept aside stoic Milanese tradition in favour of an additive-heavy Americanism. However, Scott’s ‘Fast Fashion’, wasn’t just about a preference for red and sunshine yellow, or barely legal heart-shaped Golden Arches. It was a multi-layered, double-bluff critique of the fashion world, where collections are beamed live across international screens and reviewed instantly on social media, yet don’t resurface for another six months in stores or editorial.

Clearly Jeremy Scott got a little impatient. Like a McDonalds drive-thru, select pieces of his Moschino AW14 collection became available online as soon as the first model stepped onto the runway. Watch. Want. Click. Shop. And with pieces starting at as little as £44 for a phone cover, it’s Moschino for the masses, fries all round.

All fun, but the underlying tone feels much much darker. Is this a lasting precedent? Are Scott’s contemporaries expected to compete? Burberry made its collections available to preorder on show day two years ago, satisfying the desire to shop instantly within the realms of viable manufacturing turnovers.  The gimmicky Moschino concepts (underpinned nevertheless by impeccable tailoring and construction) work for instant-shopping, riding on the wave of hype that may or may not peak so viscerally in six months time. It’s just a case of selecting the most commercially viable pieces – sweaters, bags, phone – and producing, packaging and shipping them just in time. (No wonder Jeremy Scott was said to be working on refining the collection just a month after he was appointed last October.)

With Paris fashion week underway – and those fries phones already replaced in favour of français-friendlier versions ­– we look back at the 24 hours that redefined ‘fast fashion’ forever.

12.43pm – Thusday 20th February

Moschino tweets to remind us of the evening show ahead as we pack our bags with the Moschino chocolate bar invitation – fashion week sustenance.


Get your access code ready, as a capsule collection is set to become available the moment the live stream starts: “Watch It, Taste It, Shop It”.


The show is rehearsed. 


Moschino tweet that the show is about to begin.


Show is scheduled to begin.



Rita Ora arrives.


Moschino dedicate their 4000th tweet to Katy Perry who is still on her way to the show.


The show begins! 


Katy Perry is booed.


Would you like fries with that? The capsule collection becomes available at, including a Fries phone cover for £44.


Anna Dello Russo snapped backstage in Mosch-donalds sweater and fries phone (oh, and Prada feather headband…so SS14)


Show reports start trickling in.


With the after party underway, and Twitter salivating with fast food puns, Jourdan Dunn Instagrams a selfie of herself on the runway.


Jeremy Scott’s muse Lily McMenamy throws shapes at the after party in her show finale gown – and jet black pixie crop wig. 

9am – Friday 21st February

Anna Dello Russo officially street styled in Ronald McDonald guise on


The capsule collection becomes available to purchase elsewhere, including Browns Focus.

12.43pm – Friday 21st February

‘Over 20 million served’ read Scott’s collection. What with the cheap as chips phone cases available now and to all, the Twitter storm, and Instagram reach, we’re pretty sure he’s not far off.

Two days later…

The Moschino golden arches backpack sells out. That's AW14 selling out by AW13.