Ever since Jeremy Scott’s coronation as the creative head of Moschino he’s been doing everything he can to keep the brand on the tip of every tongue from here to Milan. For his first collection for the brand, which was womenswear, he invited celebrities like Katy Perry and Rita Ora to attend and showed a collection of cheeky, logo-ed wares full of golden arches and Hersey’s kisses.
To do that collection justice in print, Scott called in a host of supermodels for the campaign. Linda Evangelista, Carolyn Murphy, Karen Elson, Raquel Zimmerman, Stela Tennant and Saskia de Brauw were all on hand elevating the wares to iconic states in photos shot by Steven Meisel–#legendary. The tactic has paid off in spades as according to Scott himself, pieces are “selling like hotcakes.”
He continued that line of slightly audacious fashion this week with his first menswear collection for the brand. After uprooting the presentation to show it in London — Scott himself works out of an LA studio while the brand is based in Milan — the Pratt graduate debuted the collection with Lindsay Lohan and rapper Labrinth sitting front row. The collection he showed held fast to the same puny, slapstick comedy that his first one did, affecting even a “parody” note at times.
Don’t believe us? Take the black and gold fabric he used for everything from doo rags to swaddling capes and even a hoodie. While at first glance, you might think it touts the name of the brand, one only has to pay a few seconds of attention to see it actually says “Fauxschino Milano.” Yep, that happened.
The palette comes rainbow colored, zipping at a blinding pace from soda can prints to American flag riffs, through a melange of slight neutrals (the faded denim and Timberland boots are a gut check in case you weren’t yet aware of the collection’s 90s vibes), and finally slides into a land of black and gold.