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

Elle (South Africa) - - CONTENTS -

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

EAR­RINGS, R629

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