FASHION WEEK: JEREMY SCOTT’S JUNK FOOD COUTURE

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McDonalds, SpongeBob, and candy oh my! Milan Fashion Week was turned on its side with the debut of Jeremy Scott’s eccentric collection for Moschino. The Hershey’s inspired chocolate bar invitation should have been a clear indication as to what this show was going to offer. Fast food and fast fashion were the central point on the runway leaving attendees like Katy Perry and Rita Ora devouring for more. Scott took the iconic golden arches and famous colors of the famed fast food chain and reconfigured it to symbolize Moschino with the clever tagline “Over 20 Billion Served”.  Happy meal and supersized drink shaped handbags accessorized a few of the models ensembles, giving a taste of the cheekiness that is American pop culture.

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Model, Jourdan Dunn showcased the next set of looks paying tribute to the 90’s in a quilted jacket and low slung pant combo with Moschino briefs on full display. Logo overkill was abundant appearing on gold chains, leather hats and shorts, mini skirts and thigh high boots giving the everyday streetwalker a reason to rejoice.

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Jeremy Scott loves his cartoons, having taken inspiration from Bart Simpson and the Flintstones in his past collections. This time inspiration was taken from a lovable guy “who lives in a pineapple under the sea”. You read correctly, SpongeBob Squarepants made his grand debut on the fronts of sweater dresses, crop tops, bags and on the back of a yellow spotted fur coat.

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Moschino-Fall-2014-11Candy crush couture was the grand finale of the evening. Models strutted in the most elegant of ball gowns draped in chocolate bars, Cheetos, Cheez-its, Fruit Loops, gummi bears and Budweiser.

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This was Jeremy Scott’s debut and what a grand debut it was! Edgy, playful, vibrant, tough, sexy and sweet all of the characteristics to make for an interesting show. But even though fast food, cartoons and candy were on display it still left me with a bad taste in my mouth. The Moschino logo was thrust in my face, but the collection still screamed ‘Jeremy Scott’. Designers should be able to merge their signature traits with the label without overshadowing on the brands legacy and I don’t feel that was carried out in this collection.

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Will it sell? Absolutely! Scott is known for having a cult-like following in anything he does, look at his collaboration with Adidas. Celebrities like Rita Ora, Katy Perry, Rihanna, Lady Gaga and Miley Cyrus will eat this up, pun intended. And I’m sure retailers like Forever 21 are already conjuring up knock-offs as I type, but that doesn’t excuse the fact that this was a MESS!

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Katy Perry, Jeremy Scott, Rita Ora

What did you think of Jeremy Scott’s debut for Moschino? Is it a MESS or a YES?

 

 

 

 

 

 

 

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12 Comments

  1. You are right, this definitely screams Jeremy Scott more than Moschino. I honestly these photos were from the Jeremy Scott NYFW show since I hadn’t seen the photos. I don’t think its a mess I just think the Jeremy Scott brand definitely took over because this is nowhere near the branding/look that Moschico is previously known for.

    Nik.
    Oh That’s Nik

    • A little too much too soon. He needs to gradually incorporate his traits into the brand for it to be accepted completely. Like I said, this collection will sell and I’m sure we’ll see this in photo shoots soon but I feel he may have alienated long time supporters of Moschino with his first collection.

    • I have to say, I was so disappointed with this collection! Moschino is my favorite label, and I just think Jeremy Scott did his own thing with it. Jeremy Scott is an amazing, talented designer with a colorful palette. Moschino is a quirky, creative label with roots in “anti-fashion.” That being said, on paper the fusion of the designer with the label, should make sense, but in actuality…it came out a little too bizarre. There was totally no story being told, and Spongebob Squarepants isn’t even a thing for most people anymore. I feel like Jeremy Scott completely undermined the look of Moschino, and it’s sad since his first pre-fall debut was KILLER.

  2. woooow such a huge transformation/transition. Definitely not moschino at all but i wouldnt say it completely horrible (:

  3. This is a ‘mess’ what is absolutely ‘yes’. We just need to look for the meaning behind. Well, maybe Scott needed an unforgettable kind of debut.

There's nothing more stylish than an opinion!