Jeremy Scott Makes an American Impression on Italian Label Moschino

 Last week in Milan, Italian label Moschino presented American designer Jeremy Scott’s first full collection. Though the show started off a little tense (and delayed, as singer Katy Perry arrived an hour late and was then booed by the audience as she entered the building), Scott’s debut couldn’t have been more of a success. It was a show of pop culture and was received with great enthusiasm. Opening model Lily Mncmenamy even exclaimed, “Thank god somebody put on a show where people could have a bit of fun!”

Moschino is now undeniably designed by an American, as Scott cleverly celebrated and revitalized American mass market culture with red and yellow hues, golden “M” for arches, cocktail dresses made from Fruit Loops packaging and SpongeBob Square Pants. “I wanted to play with pop culture, as it’s part of my DNA and also part of the brand’s DNA,” explained Scott.

“Franco Moschino made dresses out of trash bags — we made them out of fast food. This is a global language — SpongeBob, Budweiser, McDonald’s — everyone recognizes these brands. This is about taking something trashy and making something that you’ll treasure forever.”

Though the new collection seems less wearable than most, the red-and-yellow backpack is already sold out online and celebrities/fashion moguls such as Anna Dello Russo and Rita Ora have already been seen in the coveted red-and-yellow quilted handbags; $1,265. 

Is all that logomania excessive or is it just the right marketing move put Moschino back on the map?


Cover Image from: NF-Media

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