Moschino’s Buoyantly Branded Fashions Revisited

“Fashion should be fun, and it should send a message. I like to use clothes as billboards.”

— Franco Moschino

Okay, who of my fashion-minded fellows appreciate the unabashed spotlight Jeremy Scott has set on Moschino? Albeit, the Moschino brand has grabbed many a headline in Mr. Scott’s footsteps, leaving parodic slogan tees, inventive logo imitations of Barbie, Coca Cola and McDonalds (to name a mere few) reeling in the coils of Haute Couture… as he is surely seen as pop culture’s most brazen designer!

Jeremy Scott, coined “fashion’s most evolved connoisseur of junk culture” by Vogue’s Tim Blanks has, through his eccentric ensembles (as humorous as they are extreme), undoubtedly honored the late, great Franco (who often mocked the fashion industry himself), with deliberate jabs in sartorial satire. Mr. Scott’s brilliantly brash and imaginative grasp on consumer culture, which practically echoes the name Moschino, continues the loud and proud legacy of fashioned humor.

In appreciation for the rather outlandish designer, revisit the first of Mr. Scott’s buoyantly branded collections for Moschino…

Autumn/Winter 2014: Food Junkie

For the AW14 collection, Mr. Scott flaunted morphed-mockup-hybrids of famed fast food mascot Ronald McDonald and ever-iconic “fashioneer” Coco Chanel. In other words, the golden arches met the sophisticated silhouettes of Ms. Chanel’s skirt suits! Amid the Budweiser, candy wrapper, Frito-Lay and SpongeBob Couture was a newfound version of Mr. Franco Moschino’s original tongue-in-cheek legacy for the brand with Scott’s vibrant voice blaring overhead… although zealously superficial in comparison TBH!

“McDonald’s is part of our everyday lives… when I design I always pull from things that are significant to me. In my work I search for happiness and then try to convey that joy in the clothes.”

—Jeremy Scott (via The Guardian)

See the full fashion show:

“Since 2013, the American enfant terrible Jeremy Scott has reinvigorated the label with over-the-top runway antics, collabs with the likes of Barbie, riffs on iconic logos from McDonald’s to Marlboro, and a general feel-great vibe.”

— Vogue (Moschino)

AW14 Ad Campaign

FASHION Magazine: Much has been said about Jeremy Scott’s wild Moschino debut collection, which hit the runway in a blaze of junk food glory earlier this year as part of Fall 2014 fashion week in Milan. Amongst the adjectives used to describe the McDonalds-inspired collection, “trashy,” “over-the-top” and maybe even “delicious” come to mind, but “elegant”? Probably not.

In the just-released ad campaign for the collection, Scott flips that right on its head, with a series of elegant photos starring Linda Evangelista, Stella Tennant, Saskia de Brauw, Carolyn Murphy, Karen Elson and Raquel Zimmerman as modern-day society swans in the trashy wares. Photographed by Steven Meisel and styled by Carlyne Cerf de Dudzeele, the black and white photos recall mid-nineties Peter Lindbergh while keeping it classy with boucle and Guido Paulo updos.

“It’s exciting that there’s an infrastructure that allows me to design something in such a large amount that it could actually make a cultural difference. I’m not anti-intellectual, but primarily I try to feel things. Emotions aren’t always rational; it’s not possible to put them into words.”

— Jeremy Scott (via The Guardian)

Clearly, allowing his feelings to lead the way has not only been an innovative approach for Scott but has also contributed to his trademark-worthy success.