FASHION’S MOST-COVETED COLLAB
Hold onto your knickers – H&M’s collaboration with Italian label Moschino is finally here. Editor-inChief Kelly Fung chats to Moschino Creative Director Jeremy Scott and H&M’s Creative Advisor Ann-Sofie Johansson, about the process and their favourite pie
H&M and Moschino
Kelly Fung (KF): How have you incorporated H&M’s personal fashion philosophy into this collaboration with Jeremy Scott?
Ann-Sofie Johansson (ASJ): It’s been amazing working with Jeremy because in many ways, he shares the same point of view we have at H&M. Like him, we believe fashion should be for everyone, no matter who they are, around the world. We also love to make fashion accessible and affordable. And we believe that fashion’s part of pop culture. It’s how people express themselves, communicate and be who they want to be.
KF: What was your starting point of inspiration for this collection?
Jeremy Scott (JS): When I was designing Moschino x H&M, I was thinking street, street, street. I wanted an urban attitude, high clashed with low, mixing in some bling-bling and pop culture, some
real Italian glamour and always a bit of humour. I wanted it all to have punch. I wanted it to be 100% me – 100% Moschino.
KF: What do you want people to see and feel when going through the collection?
ASJ: We love Moschino x H&M because it’s so right for the times. Fashion right now is all about being loud, positive, individual and fun. Moschino x H&M is in your face, fearless and full of incredible humour. We want our customers to feel the energy and attitude of the collection and to have fun wearing these pieces for seasons to come.
KF: How do you, as a designer, continue creating on-trend pieces that speak to pop culture while maintaining a sense of timeless style, with your characters and motifs never really ageing?
JS: I’m a very instinctive designer. When making a collection, I usually have a flash and know immediately where I want it to go. I also know that if I speak loudest from the heart, that’s when my work’s often the most successful, because it’s the purest essence of me. Then I know the clothes will resonate with fans. I don’t overthink it – I just try to be authentic.
KF: What are your favourite pieces from the collection?
JS: That’s an impossible question because they’re all my babies! But in South Africa, it’s going to be pretty much summer when this collection drops. Let’s talk about the cropped black T-shirt with the trompe l’oeil, embroidered gold chains, the cropped denim jacket which is so short that it’s almost at your armpits or the rhinestone bustier that’s as if your whole life’s on stage. And if you put together the leopard and chainprint swimsuit, the trimmed baseball cap and the heels, that’s a full daytime look, right? ASJ: I love the way Moschino x H&M can add fresh energy to your wardrobe, especially if you’ve never worn Jeremy’s pieces before. I love pieces like the CD print bomber dress and the Disney baseball dress, which are so easy to wear and have such a fun spirit.
The collection will launch in Sandton and V&A Waterfront stores on 8 November.
THE ELLE HIT LIST We’re bagging these pieces:
PINK COAT, R2 999
BLACK TRACK PANTS, R1 499
BAG, R2 699