Diversity
Italian fashion house Moschino joins forces with H&M for its most playful collaboration, Moschino [tv] H&M
H&M has a history of making luxury high fashion more accessible and affordable to the masses, by collaborating with an eclectic mix of fashionheavyweights; from Karl Lagerfeld to Comme des Garçons, Balmain to Kenzo, Versace to Maison Margiela and Jimmy Choo.
Following the previous success with Erdem, this year, Italian fashion house Moschino helmed by Jeremy Scott announced its sensational collaboration – Moschino [tv] H&M during Coachella Music and Arts Festival in April that immediately shook the fashion realm.
What immediately came to mind was his reoccurring theme of symbolic pop culture references he brought to the brand as creative director since 2013, adapting the iconography of McDonald's, Barbie, Loony Tunes characters, Candy Crush, Spongebob Squarepants and many others.
Fast track six months later, we finally have a complete look of the full assortment, featuring a 114-piece collection for womenswear and menswear altogether. The lookbook, shot and styled by Scott’s longtime collaborators' photographer Marcus Mam and stylist Carlyne Cerf de Dudzeele is as expected – a starstudded cele- bration of diversity. Scott gathered his close-knit group of family friends to amplify positivity, love and diversity at the heart of the high-energy, kitsch collection. It features the most recent RuPaul’s Drag Race winner Aquaria, transgender model Teddy Quinlivan, body positive activist-model Barbie Ferreira, influencer twinmodels Aya and Ami (Amiaya), Scott’s assistant Sakura Bready, as well as Moschino head of global PR and communications and best friend Pablo Olea, to name a few.
He revealed: “Whenever I design, I think about my friends. The Moschino [tv] H&M lookbook is like a party; celebrating the fun, the pop, the creativity and the energy of the people and the collection.”
H&M creative director Ann-Sofie Johansson described the much-anticipated range as a “loud and proud collection for everyone to share in the fun, no matter who you are or where you are from”.
She added: “It is the perfect collaboration for fashion right now, mixing together pop, street culture, logos and also glamour. Scott is amazing, he knows how to have fun with fashion and to connect with his fans around the world.”
Nonetheless, Moschino [tv] H&M is quite an unusual one, which includes a lot more accessories than the previous H&M designer collaborations – precisely how Moschino always has been, that more is more. Moschino’s legendary humour reimagined the classic Moschino teddy bear plushy into a phone case, bags in the shape of a metal padlock, leather jacket and another of a black condom wrapper as a subversive wit. But what’s more interesting is in fact, the amalgamation of both’s emblematic logos that broke H&M’s rules of never putting its logo on the exterior of its clothing.
It is no mere coincidence that Scott has incorporated some alphabetical elements in the monumental collaboration with the Swedish fast-fashion brand. The logo H&MOSCHINO has been emblazoned on t-shirts, innerwear and accessories.
Meanwhile, Moschino also did an exclusive micro collab with MTV. Yes, you read it right, a collaboration within a collaboration resulting in another playful mashup of MTV’s logo and Moschino’s. A brand new logo in true Moschino style, M[tv]OSCHINO captures the nostalgic pop culture movement and is embroidered on hoodies, t-shirts and slippers.
It is essentially a collection full of statement pieces that subvert ideas of cut and scale. It’s all about the attitude – colourful, vibrant and so full of life. You have to be unapologetically loud and shamelessly fearless with a sense of radical humour to pull off these bold and playful pieces.
Choose from a down jacket covered in gold sequins, a black hoodie embroidered with gold chains, extreme oversize jeans, a fuchsia faux fur coat punctured with gold chains or even a bustier entirely covered in rhinestones.
The Moschino [tv] H&M collection drops on Nov 8 exclusively at H&M Avenue K and online at hm.com.