What to expect from Moschino's collaboration with HM

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Nadja Beschetnikova
April 17, 2018

The Swedish brand has a long history of bringing luxury and affordable fashion together. Partnerships with Karl Lagerfeld, Alexander Wang, and Versace generated buzz among fashionistas in recent years.

Now it’s time to tease the audience with the new collaboration. Moschino, under the helm of Jeremy Scott, who has been the creative director of the brand since 2011, joins Hennes & Mauritz to create a collection which will be coming to select H&M stores worldwide from November 8. The prices of the collection should be between 29 and 345 euros.

The announcement of the partnership happened during the Californian Coachella Festival, at Jeremy Scott’s 11th annual Coachella party. A dull press conference was not an option in this case, of course. Instead, Scott unveiled the collaboration via a video call—the collection, after all, is called “Moschino [tv] H&M”—with model Gigi Hadid, who became a face of the upcoming campaign. An Instagram live call from Gigi Hadid to her friend Jeremy Scott was projected on digital screens and live broadcasted on @hm channels surprising guests with the big news.

Given that H&M is a long-term official partner of the festival, where you have a captive audience and influencers at one time in one place, you can’t find a better possibility to unveil your plans.

The collaboration will include 45 items of clothing in the women's collection and 20 in the men's collection as well as a range of accessories and “extra surprises” according to H&M.

“MOSCHINO [tv] H&M is the perfect collaboration for fashion right now, mixing together pop, street culture, logos and glamour. Jeremy Scott is amazing – he knows how to have fun with fashion, and to connect with his fans around the world,” says Ann-Sofie Johansson, Creative Advisor, H&M.

During the Coachella, admirers of both fashion brands were offered a glimpse into the new collection. Scott and Hadid were both wearing pieces from the collab. Scott was spotted in a black track jacket with gold chains created with a distinctive trompe-l'oeil technique, which he has also excessively used in his famous paper dolls inspired Spring/Summer 2017 collection. Hadid wore thigh-high quilted boots and a silky windbreaker featuring a print of CDs pulled from the Moschino archives. 

The core of the collection will definitely be Scott’s signature playful streetwear-inspired designs, and there’s already a lot of excitement as the designer announced some certain items, such as silver sequinned parka dress. Upscale sportswear, reconfigured denim, and cropped silhouettes will all feature heavily in the collection, the designer revealed. Scott described his collection as «sportswear-with-evening kind of feeling, like a hockey jersey with a train». In an interview with Vogue, Scott has also lifted the veil on the creative process.

«We’re doing the tiniest biker bag ever. I love it. It could be a necklace. It could just hold a lighter, or nothing. I tried it for Moschino, but we didn’t produce it», said the designer.

Apart from Moschino, Scott, born in Kansas City, heads his own namesake brand, which he launched in 1997 in Paris. The designer has a reputation as "pop culture’s most irreverent designer", and "fashion's last rebel». At the same time, Scott is known as the designer of celebrity status. He dressed Beyoncé, Rihanna, Lady Gaga, and Nicki Minaj. Outfits, created by Scott, were featured in the iconic music videos such as «We found love» (Rihanna), «Toxic» (Britney Spears) and «Paparazzi» (Lady Gaga).

“I am so excited about MOSCHINO [tv] H&M. My life’s work has been to connect with people through fashion, and with this collaboration I’ll be able to reach more of my fans than I’ve ever had the ability to do” says Jeremy Scott, Creative Director of MOSCHINO.

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