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Pop culture’s fashion hero Jeremy Scott, who describes himself as the ‘people’s designer’ has linked up with popular mall store H&M to offer price-conscious fashion lovers a new bold, fearless and loud MOSCHINO [tv] collection for men and women.
The collaboration between the two names was confirmed back in April when the news was revealed at the Moschino creative director’s 11th annual party at Coachella music festival, via an Instagram live call from model Gigi Hadid.
It will be in stores on November 8 and security guards at the malls across the kingdom had better be prepared. Previous high-profile partnerships involving the store have created a storm. A mob of fashion-frenzied females swarmed the H&M boutique in City Centre Bahrain early to grab a garment (or two) when Marni mania gripped the kingdom, for example.
The latest trendsetter, Jeremy, in an exclusive interview with FashionWeekly, said: “I’m the ‘people’s designer’ and I love the idea of more of my fans wearing my clothes and my designs. For me fashion is about joy and pleasure and expressing who you really are.
“I always want to elevate what I wear because I’m a freak and I love every day to have fashion show moments.
“I want what I’m wearing to say everything about who I am and I want people to know it. Even if you take just one piece from MOSCHINO [tv] H&M and add it to your look, I hope it can bring you some positivity and joy too.
“The wonderful thing about this collaboration is the ability to take my voice and to translate it to H&M’s price point and to have it accessible to so many more people around the world without having to dial down the designs. It’s a really wonderful rare treat and it makes me so happy.”
The American fashion designer often incorporates pop-culture icons in his designs. His namesake label was launched in Paris in 1997 and his reputation quickly grew as ‘fashion’s last rebel’.
“When I was designing MOSCHINO [tv] H&M, I was thinking street, street, street,” he added. “I wanted an urban attitude, high mixed with low, mixing in some bling-bling and pop culture, some real Italian glamour, and always everything with a sense of humour. I wanted it all to have punch.
“I wanted it to be 100 per cent me and 100 per cent MOSCHINO. When I was a kid, fashion was my armour, and it was my life.
“I grew up on a farm in Middle America and I used my looks to express myself and show myself to the world. I was in love with fashion and I wanted to show in Paris, have catwalk shows, take my own bow on the runway, and I made all of my dreams come true.
Amongst his favourite pieces in the new collection is a rhinestone bustier top. “It’s something that can be totally ‘pop star’ worthy and can also totally be worn on the street with big denim overall pants. I love it so much, it’s such a super desirable piece.
“There are so many pieces in MOSCHINO [tv] H&M I’ve lost count, and they’re all amazing!”
Ann-Sofie Johansson, H&M’s creative advisor believes the designs will add a ‘sudden energy’ into wardrobes.
“Fashion right now is all about being loud, positive, individual and fun and MOSCHINO [tv] H&M is in-your-face, fearless and full of such incredible humour,” she said. “We want our customers to feel the energy and attitude of the collection, and to have fun wearing these pieces for seasons to come.
“The pink fake fur coat that’s punctured with gold chains is a great example of that. It’s such a bold statement, yet it’s also got glamour and elegance. It’s going to be so much fun wearing it this winter.”
Both are excited about the men’s line too. A new logo, H&MOSCHINO, appears on items such as the organic cotton T-shirts or the waistband of the boxer briefs in the classic leopard and chain print.
The latest men’s line is also full of statement pieces such as the black leather biker jacket is punctured with braided gold chains and the black leather biker trousers are fashioned with hidden knee pockets.
Another cool and creative piece is the hybrid jacket blending a blazer and hoodie. It has zip-off lapels, a faux leopard hood, multicolour front panels and a back covered in silver sequins.
Jeremy is a also a cartoon super fan and has mixed hip-hop energy with some of Disney’s most iconic characters including oversize patches with Mickey and his crew embroidered onto a white organic cotton hoodie.
Canines can also get involved in the fashion fun with a padded dog jacket that boasts a chain and leopard print.
