Milan Fashion Week Coverage: Moschino Fall 2014 Collection

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What happens when you make a room full of tired journalists and industry insiders wait over an hour for celebrities to arrive – even if they were Rita Ora and Katy Perry – before starting a show? The answer, as we discovered last night, is an incredibly rowdy crowd. After the room was done unanimously booing Perry, Jeremy Scott finally presented his first runway collection for Moschino.

Photo: Courtesy of GoRunway

Luckily for Scott, nothing could have appeased the room faster than his first series of looks that riffed on McDonald’s. A mink bathrobe coat was presented in the fast-food chain’s signature colors, the Golden Arches were twisted and bent to form the Moschino heart on red visors and sweaters, and even a Happy Meal and a soft-drink cup were transformed into cross-body bags. The brand’s founder, Franco Moschino was famously sued by Chanel in the Eighties, but that didn’t stop Scott from reinterpreting the French house’s classics, like the twin set, and serving up a chain-strap bag on a fast-food tray.

Scott’s tongue-in-cheek approach to fashion continued throughout the show, which was divided into five very distinct themes: an ode to Ronald McDonald, a return to Eighties hip hop style, the use of house classics to create a very sexy, logomaniac tribute to its heritage, a surprising series of Spongebob SquarePants-inspired looks, and finally a stroll through the junkfood isle of a supermarket. Trust Jeremy Scott to serve up a good dose of consumer culture wherever he can.

The final look of the show, a sort of floor-length wedding dress, was printed with nutritional information, and the word “fat” appeared countless times in a larger font, drawing attention to the fat content on one table and the saturated fat on another. Was it a commentary from the designer on society’s obsession with weight loss? Regardless of his intentions, Scott served up a collection that was everything we expected from the pop culture-obsessed designer. You’ve heard of fast food? Well, this is fast fashion; a selection of looks was made available for purchase that same night. Indeed, it seems Scott recognizes one of the defining characteristics of the consumer culture that so inspires him: when we want something, we want it now.

It was pop, it was fun, it was so Jeremy Scott.

Photos: Courtesy of GoRunway

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