After eventful collaborations with Balmain and Kenzo among others, H&M has tickled the fancy of their fans with the announcement of a new collaboration with Moschino. Jeremy Scott, a favorite of celebrities including Miley Cyrus, Madonna and Katy Perry, is currently the creative director at Moschino and under his leadership the brand has explored pop culture ranging from McDonald’s to the Loony Toons and other cartoon characters. So what is in store for H&M?
The fast fashion brand so far has revealed just one look worn by Gigi Hadid, a shirt (or shirt-dress) that has CD roms printed all over it. Gigi wars it with thick gold chains and thigh high black boots, overall the look is very much in keeping with Moschino’s maximalist aesthetic and if the CDs are anything to go by, there will be object references aplenty – the norm for Scott.
Given that the pop culture references that Scott makes in this clothes, it seems like his apparel (and accessories? We’re not sure) is designed for mass consumption, especially by a younger crowd who can’t always afford luxury Moschino prices. Speaking on what to expect in this collection, Scott said, “What I can promise is that, of course, there will be fun and colour and cartoons. Of course, we have to have cartoons! Like all my collections, it’s humour meets haute couture meets the street. That’s been a hallmark of my work for Moschino, and I want to continue to explore that with this collection. For fans of the brand, it should feel a little like a greatest hits collection, but I promise it will still be new, still feel fresh, even as we include some winks, some hints from the past.”