What’s more pop than soda pop?Scott's infectious new vision is resonating with an entire generation of youth. His menswear debut – which included a heavy dose of womenswear resort – was an extravagant exercise in the tongue-in-cheek art of appropriation.
Bootlegging the bootleg:
“Everyone’s logo is getting bastardised and played with, so why not play with our own and have fun with it?” Scott told us backstage. Today was all about ‘fauxchino' – Scott quite literally creating his own counterfeit vocabulary (think bootlegging the bootleg) by replacing Moschino’s ‘S’ with dollar signs. Then came the acid house smilies, seizure-inducing flag prints and re-appropriated soda cans. Call it logo-mania or ‘pop’ fashion on acid, but this was really about underscoring the brands own creative power. Scott has always been populist – “I don’t want anything I do to be so elite that only a rarefied few can touch them” – now at the helm of Moschino, this is about serving his electric postmodern humor to the masses and it’s becoming a cultural revolution.
“I knew my boys would be here, that’s one of the reasons I wanted to bring the Moschino to London. Rob Evans is my male muse, but when he came to me, he wasn’t ‘the look’, but he was so unique, so beautiful that he became ‘the look’, you know. I was looking for some skinny little punk boy that season, and then here comes Rob Evans! So really, I knew these boys would be here. I’ve always felt so supported here.” – Jeremy Scott.