H&M have confirmed their latest designer collaboration, with Italian fashion brand Moschino. The news of the collaboration was first revealed at Jeremy Scott’s 11th annual party, which was held at the Coachella music festival. The announcement came via an Instagram live call from Gigi Hadid to the designer. Both were dressed in looks from the Moschino [tv] H&M collaboration, giving us an initial taste of the playfulness and humour – synonymous with Scott’s designs in old-school ‘Crazy Mosch’- that we can expect to see in the collection.
“I am so excited about Moschino H&M,” said Scott concerning the announcement. “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.”
This partnership will offer fashion fans a chance to snap up his collections again at a more accessible price point. Prices will range from approximately £25 to £300. “There’s a silver sequinned parka dress,” Scott told Vogue. “Denim pieces are all twisted into something else. Puffers and jackets are reconfigured into cropped things or double-long things. There’s a sportswear-with-evening kind of feeling, like a hockey jersey with a train.”
H&M’s creative advisor, Ann-Sofie Johansson, said that the partnership is “the perfect collaboration for fashion right now” and mixes “pop, street culture, logos and also glamour…Jeremy Scott is amazing – he knows how to have fun with fashion, and to connect with his fans around the world,” she added.
Moschino will bless fashionistas with a collection that will include womenswear, menswear and accessories. It also joins an impressive history of fashion houses that have collaborated with the high-street brand, since Karl Lagerfeld did it first in 2004, including Balmain, Marni, Kenzo and Versace. This year’s campaign is said to be a “radically innovative TV concept enmeshing social and traditional media to create a multi-platform takeover – a captivating new “zapping” experience for the digital world“.
