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