Last night in NYC, Moschino designer Jeremy Scott joined forces with H&M to debut their very highly anticipated #HMOSCHINO collaboration – and unsurprisingly, they put on a SHOW. Here’s what went down.
...with TV screens, giant faux building cutouts, and illuminated billboards showing the campaign images shot by Steven Meisel (“the most important fashion photographer of our lifetime as far as I’m concerned”, said Scott). The set had a meta meaning, too, considering the show was being streamed live to screens in Times Square.
THE COLLECTION WAS PURE MOSCHINO
Yes it was an H&M collab, but Scott was clear that didn’t mean it was about making compromises. “It’s about keeping the vision as pure as possible,” the designer said pre-show – and that certainly translated into the collection. From chain letter belts to MTV logo mashups, Disney characters to OTT gold baroque prints, it was a poppy celebration of Scott’s signatures and the house’s longstanding codes. Expect to see the sequin puffas, logo tees, thigh high boots, and gold bling coming to an Instagram feed near you.
THE CASTING WAS NEXT LEVEL
Jeremy Scott is known for his long standing relationships with major models – many of whom he’s worked with since the very beginning of their careers. Gigi opened, followed by Stella Maxwell and Duckie Thot, with Bella (and even baby brother Anwar) not far behind. The eternally fierce Teddy Quinlivan put in an appearance, as did Winnie Harlow and Soojoo Park. Oh, and then there’s the fact that Naomi Campbell closed the show, looking characteristically flawless in silver sequins.
IT TURNED INTO A PARTY
After the models did their finale (to Jay-Z’s “Empire State of Mind”, obvs), the party started. It was complete with a shoppable pop up (queue status: epic), fast food stands serving NYC classics like hot dogs, pretzels, and Chinese in mini takeout boxes, and a virtual reality experience.
BUT IT ALL HAD A DEMOCRATIC MESSAGE
For Scott – who came from a humble background and had to fight his way into fashion – it was important for to create a collection that was accessible and available to those who might not be able to afford to pick stuff off the rack in Moschino. “I did this collection as my gift to the fans,” he shared. “I wanted them to have the most Jeremy Scott for Moschino collection ever. I didn’t want to dilute anything or hold anything back.”