Gold chains, metallics, cartoons and sequins encompass the much anticipated Moschino X H&M collection set to launch online and in select stores on Nov. 8th. News of the collaboration between the two brands was revealed at Jeremy Scott’s 11th annual party at the Coachella music festival back in April. He announced it via an Instagram live call between model, Gigi Hadid, and himself. After five long months of silence, H&M revealed the first images from the campaign along with the full lookbook designed by Marcus Mam and styled by Carlyne Cerf de Dudzeele this past week. VALLEY has your special look into both the partnership and eccentric campaign that is Moschino x H&M.
After Moschino’s successful collaboration with Adidas in 2017, which allowed the Italian brand to bring its designs to the masses with an expanded market range, Moschino once again took advantage of expanding their reach by partnering with H&M. With this partnership comes a change in demographics for the brand. This means that if you were looking to get yourself a piece of Moschino wear, now is the time to take advantage of H&M’s affordable prices and shop this once in a lifetime line.
Expect the unexpected with the endless bold and playful pieces in this pop-culture-inspired line. Collaborations with MTV and Disney are seen with iconic character and logo mashups in Moschino style on hoodies, sweatshirts and even dresses throughout the lookbook.
“Like all my collections, it’s humor meets haute couture meets the street. That’s been a hallmark of my work for Moschino, and I want to continue to explore that with this collection,” says Scott. “For fans of the brand, it should feel a little like a greatest hits collection, but I promise it will still be new, still feel fresh, even though we include some winks, some hints from the past.”
The lookbook leaves no Moschino enthusiast disappointed as the values of love, positivity and diversity that the brand advocates for is at the heart and soul of the collection. Scott has the collection modeled by the gathering of his closest friends and family, who include Aquaria, Season 10 winner of “RuPaul’s Drag Race,” twin influencers Aya and Ami, Sakura Bready, his assistant at Moschino, and Pablo Olea, his best friend and head of global PR and communications of Moschino.
“Whenever I design, I think about my friends. The Moschino X H&M lookbook is like a party; celebrating the fun, the pop, the creativity and the energy of the people and the collection,” says Scott when talking about his focus on including and celebrating all the people in the Moschino world.
Another exciting aspect of this campaign for both brands is their collaborated release of pet clothing for the first time. The pet wear collection will include a padded jacket that comes in black and gold chain print or leopard print, a grey hoodie featuring the classic Moschino double question mark logo, and various collars decorated in charms and gold lettering.
Scott’s excitement for this new addition shines through when he was interviewed saying “Everyone’s little doggies need something to keep them warm this winter! I didn’t want to leave them out, can you imagine their faces if they saw their owner had some Moschino X H&M and they were left with nothing? It was so much fun to make these pieces for them.”
To keep up with the launch event that will be full of surprises, stay up to date with H&M’s social media feeds on Oct. 24 for a build-up to the release and then Oct. 25 to relive the opening night.