An Instagram live call from Gigi Hadid to her friend Jeremy Scott revealed: H&M’s next designer collaboration is with MOSCHINO - the iconic Italian brand to which Jeremy Scott has injected a new pop energy since he became Creative Director in 2013. The collection, MOSCHINO [tv] H&M, will be available online and in select H&M stores worldwide from November 8.
The call from Gigi Hadid to Jeremy Scott was projected on digital screens at the annual MOSCHINO party in Coachella, California and live broadcasted on @hm surprising guests with the big news after midnight. Jeremy Scott and Gigi Hadid, were dressed in the first looks from the MOSCHINO [tv] H&M collection, a collection full of the vitality, playfulness and humour that has made the label one of the most beloved in fashion today. For H&M, Jeremy Scott has designed new MOSCHINO collections for both women and men, as well as a full range of accessories and some extra surprises too.
“I am so excited about MOSCHINO [tv] 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, Creative Director of MOSCHINO
The MOSCHINO [tv] H&M campaign is a radically innovative TV concept enmeshing social and traditional media to create a multi-platform takeover – a captivating new “zapping” experience for the digital world.
Jeremy Scott, Ann-Sofie Johansson and Gigi Hadid (ph: RONY ALWIN)
Under Jeremy Scott creative direction, the storied fashion house Moschino hasn’t just looked to America's national icons for entertainment. It has paid tribute to them in cloth and thread; SpongeBob SquarePants embossed onto sweaters, McDonald’s Happy Meals stitched into purses, and even an entire Barbie-themed collection. But the clothes aren’t gimmicks. Madonna is a fan. Scott has dressed Lady Gaga and Katy Perry. Miley Cyrus is one of his closest friends. And all over the world, people clamour for Scott’s inimitable blend of kitsch and innovation. This autumn, he’ll give it to them. Scott will launch a unique collaboration with H&M, a chance to deliver his exuberant aesthetic to the masses for the first time.