When Moschino met H&M

Editorial • 09/10/18

Moschino and H&M are collaborating.

Collaborations between the behemoth high street brand of H&M and high fashion houses have proved immensely successful for all, from increasing revenue, social engagement and the ability to reach new fans.

In 2004 Karl Lagerfeld was the first collaborator then the likes of Versace, Marni, Kenzo, Jimmy Choo, Alexander Wang, Balmain and Erdem have all followed suit. The price point of the collection mixed with what looks likes something from the actual house is a winning combination. When the Kardashian clan descended for the Balmain x H&M release, all clad in the collection, it was near on impossible to work out if they were in decked out in £2000 dresses or £200 as such social feeds lit up across the world, as accessibility to a historic fashion house was now available to all.

On April 15, H&M announced that its latest collaboration comes with the Italian house Moschino. Jeremy Scott the creative mastermind behind the eccentric collections of Moschino, which has brought us ‘Disney’ and ‘Fast Food’ printed clothing, revealed the announcement via an Instagram live call with Gigi Hadid. I mean how else do you do it in 2018?

"I am so excited about Moschino x H&M, 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." Jeremy Scott.

The prices range will start at £25 and extend to £300. Pieces include a silver sequinned parka dress, denim pieces “that are all twisted into something else.” And chopped, cropped and reconfigured puffers and jackets. And not to mention sportswear to be worn as evening wear. Nothing unusual from Jeremy Scott then.

The Campaign

H&M released images from the campaign that were photographed by Steven Meisel. Styled by Carlyne Cerf de Dudzeele, hair by Guido Palau and Pat McGrath on make-up. The campaign features Gigi Hadid, Rianne Von Rompaey, Imaan Hammam, Stella Maxwell, Vittoria Ceretti, and Soo Joo Park. All models are found lounging in a mix of gold and black clad outfits, leather in abundance and an oversized accessories in gold. It all has a whiff of  Versace but is obviously the work of Scott due to its emphasis on the vibrancy.

Ann-Sofie Johansson Creative Advisor at H&M's said the partnership is "the perfect collaboration for fashion right now, Jeremy Scott is amazing – he knows how to have fun with fashion, and to connect with his fans around the world.”

Moschino Dogs

Jeremy Scott will also be unveiling clothing for pets in amongst this collaboration. A first for both H&M and Moschino independently, so if you are in the habit of wearing Moschino for your dog walks then your furry friend can now literally be your ‘handbag dog’.

View more from Moschino here.


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