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.
Moschino tweets to remind us of the evening show ahead as we pack our bags with the Moschino chocolate bar invitation – fashion week sustenance.
2.07pm
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”.
7.20pm
The show is rehearsed.
Lily McMenamy backstage at Moschino AW14Shot by Lea Colombo
7.57pm
Moschino tweet that the show is about to begin.
8pm
Show is scheduled to begin.
8.10pm
…
8.41pm
Rita Ora arrives.
8.48pm
Moschino dedicate their 4000th tweet to Katy Perry who is still on her way to the show.
8.54pm
The show begins!
9.01pm
Katy Perry is booed.
9.02pm
Would you like fries with that? The capsule collection becomes available at Moschino.com, including a Fries phone cover for £44.
9.15pm
Anna Dello Russo snapped backstage in Mosch-donalds sweater and fries phone (oh, and Prada feather headband…so SS14)
9.30pm
Show reports start trickling in.
10.15pm
With the after party underway, and Twitter salivating with fast food puns, Jourdan Dunn Instagrams a selfie of herself on the runway.
11.30pm
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 theurbanspotter.com.
Anna Dello Russo outside Moschino AW14via theurbanspotter.com
12pm
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.
