Last year, the Moschino management invited the shocking American Jeremy Scott to the position of creative director of the brand. For several months, the fashion world wondered what its first collection would be like. On February 20, the long-awaited premiere took place. For almost an hour, viewers waited for the start of the show - the delay in the show was the delay of Scott's loyal fan and girlfriend Katy Perry.
From the very first release, it became clear that Scott would not be careful - a bold and bold vision of the brand's new style manifested itself in a series of outfits inspired by the main symbol of American popular culture - McDonald's. Models paraded down the runway in red and yellow waitress uniforms with bags resembling boxes of fries.
This was followed by quotes from the 90s - quilted suits in the Chanel style, an abundance of denim and curtsies towards hip-hop culture with its baggy sweatpants, naked torso, flaunting underwear and a lot of gold jewelry.
The next hero of the collection is SpongeBob SquarePants: images of a cartoon character adorned sweaters, hats and bags. At the end of the show, Scott presented evening gowns made from imitation cereal, chocolate and peanut packaging. And even the bride's dress was assembled from industrial paper.
From the very foundation of the Moschino brand, its style has been distinguished by irony and humor, playing with modern culture, shocking and unconventional interpretation of trends. Jeremy Scott's first collection turned out to be no less frivolous, but brought to the point of kitsch. In the fashion world, disputes have already flared up about whether Scott's work carries at least some artistic value or whether the designer is too carried away by his own game.