This is his first ever men's show for Moschino. In Milan he satirised McDonald's – what can we expect in London?
For Jeremy Scott's Moschino debut at Milan AW14, the designer defied convention a with womenswear collection heavily focused on American culture. Vibrant golds and reds decorated the catwalk, as Scott sought to comment on the culture of consumption that he too is a part of. Legally ambiguous send-ups of the McDonald's logo were emblazoned across the garments and pieces were available to buy as soon as they'd hit the runway – as easy as buying a Big Mac. The designer's tongue–in–cheek, playful style appeals to a brand that have long been associated with an exuberant rebellion.
Now it's been announced that Scott will design his first menswear collection for Moschino - and it's coming to London in June. What kind of satirisations of the English aesthetic can we expect from Scott's menswear Moschino debut?
Americans are notoriously obsessed with the royals. As a Kansas City native, will Scott use the Windsors as an influence? If so, expect plenty of gaudy jewellery, sumptuous silks and duchesse satins.
Punks dominated British fashion in the 70s and 80s as teenagers went hell for leather, headfirst into anarchic rebellion and scuzzy, three chord songs. If Scott was to channel punk's aesthetic then he'd certainly have an extensive history to draw on.
UKIP looms worringly large on the horizon in this country. Whilst we may disapprove of the political leanings of far–right hooligans, it's undeniable that they have an extremely distinctive look. Watch out for models with hair bicced to the bone, braces and Ben Sherman-esque shirts.
Once the darlings of newspapers nationwide, the bugle-blowing countryside alliances are perhaps declining as a point of interest. However, they remain ingrained in the nation's genetic make up, so if Jeremy Scott was to call upon the style for inspiration, the catwalk might be covered in dogs. And horses. And bugles FFS.
OK OK, unlikely. But given that the designer based his last Moschino collection on a fast food chain, who's to say that he won't appropriate Wimpy, the UK restaurant clinging on for dear life with its life support surely about to be switched off? If he was to go down this route, he could not only dress everyone up as burgers, but give Wimpy a much needed shot in the arm.