Moschino x H&M: Making High Fashion More Affordable?

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Sara Nazir reviews Jeremy Scott’s upcoming collaboration with the high street brand.

From Versace to Balmain and Stella McCartney to Roberto Cavalli, the list of designers that H&M have collaborated with is impressive to say the least. Earlier this year, the fast-fashion retailer announced that they would be collaborating with Moschino, the Italian high fashion brand known for their playful detailing and eccentric designs. With Jeremy Scott as creative director, the brand has become renowned for its unconventional contributions to fashion.

The collection consists of clothing and accessories ranging from £25 to £300, and even includes petwear, such as a padded dog coat and gold collar. Any fashion enthusiast would be quick to recognise the vivid prints, gold chains and bold colours from the collection as emblematic of Scott’s signature, over-the-top aesthetic. The 50s-salon inspired campaign for the collection was shot by legendary fashion photographer Steven Meisel and features top models such as Imaan Hammam, Vittoria Ceretti and the Hadid Sisters. The campaign was successful in showcasing the mini leather dresses, gold disco pants and the sequined jackets in the most ostentatious way. Scott also put on a glitzy show on Wednesday to showcase the highly anticipated collection. With the likes of Naomi Campbell and Candice Swanepoel walking the runway, the event had everyone talking.

“This is for my fans” he told Vogue.com. “I started with the thought of how to make it the most Jeremy Scott for Moschino collection ever.”

Past collaborations with H&M have proved to be extremely successful; from customers queuing outside flagship stores in the early hours, to the entire collection selling out online within hours. However, for some fashion lovers, Moschino isn’t as highly regarded as the likes of Versace or Stella McCartney. With the creation of its sister brand, Love Moschino, and the availability of pieces in outlets, Moschino is already relatively accessible and affordable in the world of luxury fashion. However, this doesn’t seem to concern Scott, who has been vocal on his dislike of exclusivity. For him, the purpose of this collaboration was to make his designs accessible to the mass market.

If we go by past trends, there is no doubt that this collection will sell out instantly. However, the type of consumer will definitely change. Whereas previous collections were purchased by customers who couldn’t afford luxury pieces, H&M x Moschino is much more likely to appeal to a niche market of fashion enthusiasts who simply appreciate Scott’s creativity.

The collection will be available online and in selected stores on November 8th.

By Sara Nazir

Image: Fashion Fix Daily