For over a decade now, Swedish high street giant H&M has been tapping big-name designers as a way to make these prestigious houses more accessible, especially to the younger market. These designer collaborations have been known to drive throngs of frenzied shoppers to the stores, hoping to snatch a piece of, dare I say, affordable luxury.
Like clockwork, H&M has rolled out this year’s partnership with Italian brand Moschino with pop-culture whiz Jeremy Scott at the helm. And in true Moschino style, the collection is a feast: It’s a buffet of colors, prints, cartoon characters, logo mash-ups, metals, street meets haute couture.
The collaboration seems to be the high street brand’s most playful high fashion venture yet. The dose of kitsch, peppered with humor, and the whole “fashion is fun” assertion can’t be missed—decidedly, the Moschino DNA. These are wares meant to make the wearer stand out and shine.
"The Moschino [tv] H&M collection is a gift to my fans and I wanted to give them the most Moschino collection ever. I tried to include all the ingredients you would expect from one of my shows—cartoon couture mixed with a streetwear vibe doused with hip-hop worthy amounts of bling bling to create a totally Moschino look,” Jeremy shares.
At the global launch of Moschino [tv] H&M in New York last October 24, 2018, Jeremy himself explained his creative process.
On his inspiration for the fashion show:
"I was very inspired by New York and I wanted to bring the iconic part of New York alive. So there’s an homage to Times Square in the set up. It’s like an updated Buglsey Berkeley/42nd Street/Broadway musical kind of version of a fashion show."
On his love of escapism:
"I think it’s hugely important. I mean, honestly, I think of my shows to be much like in the Depression Era, where poeple go for a nickel to see a double feature to escape poverty, being hungry, the war, strife going on in their daily life, ported through the silver screen and to another world and they would forget their troubles for a little bit. I like for my shows to always be that so that people can kind of, you know, forget all their problems and smile. And whether someone wears the designs or sees them on an Instagram feed is hopefully something that puts a smile on their face and bring them joy and lets go of some kind of trouble."
On seeing people wearing his designs:
"I say hi and do a picture with them because it’s so important to me, it really means a lot. So I can’t wait for all those clothes to go into the hands of everyone to have a life, to see them start wearing it and livin' it, lovin' it, and having fun with it."
On designing for H&M:
"I don’t think I necessarily designed it with a wider audience in mind. I designed it but knew that they could take it to the wider audience. The only thing that keeps Moschino away from the people is the price. I think that the desire for people to wanna wear fun fashion is out there. It’s the accessibility of it and it’s a lot of its price and it’s not fair to have to always wager your rent for clothes. And that’s what this great gift that H&M is giving us in this collection—you don’t have to worry about paying your rent and still have hot fashion. And that’s why I wanted it to be exactly iconic Moschino looks."
The Moschino [tv] H&M collection will be available in stores and online starting November 8, 2018.
Produced and Styled by Loris Peña
Photographed by Shaira Luna
Art Directed by Mark Buenaobra
Makeup by Zidjian Floro
Hair by Mong Amado
Model Sofia of Ideal People Model Management Co.
Shoot Assistant Teresita Gabat