It seems the masses have spoken.

Through fast fashion giant’s latest collab, and our need for colour in fashion again, a collaborative effort between H&M and Jermey Scott has decided against the Men In Black look.

Have you been feeling the joy of nicer weather put on hold? April feels like we have been digging ourselves out of the 108th day of January. Lucky for us Jeremy Scott and Moschino will be joining H&M’s limited designer collections, announced on April 15.

 

So, why are we so excited about this collab?

The designer is magnetic because of his appreciation for tongue-in-cheek fashion. Jeremy Scott’s imagination for celebrating McDonald’s in his FW 2014 collection, threaded into a thrill for the consumer, followed by fashion’s adoration for fast everything: race car jackets on Kaja Gerber and DHL’s intro to fashion via Vetements in the air of SS16’s production.

The H&M collection is due to feel “like a greatest hits collection”, Scott said in his press release with the Swedish fashion brand. We are expecting something nostalgic that still leaves us feeling energetic, kind of like the designer’s favourite movie Hannah Montana.

On November 8, 2018 the collection will be released in select H&M stores across the globe, with aim to provide an ageless target with clothes that are so 2018. From our past experience with Jeremy Scott (we’re thinking of an old school Braemar x Jeremy Scott sweater in our closet) his name creates a twist on the regular expected ideals of what is fashion?

His work at Moschino is a magnetic, gigantic example of the imagination he brings to life in his designs. According to our own research from the documentary Jeremy Scott: The People’s Designer (on Netflix) the Italian label was worn and passe before he took over as Creative Director in 2013. A year after launching his own namesake brand in 2007, Jeremy collaborated with the German athletics brand Adidas – just in time to introduce us to designer luxe and fully surreal ideas of what would grow into athleisure.

At a perfectly timed release party, Jeremy Scott debuted the news of his H&M/Moschino/Jeremy Scott collaboration at Coachella Valley Music Arts Festival, more commonly expressed as simply “Coachelleh”. Alongside Gigi Hadid the designer sported a tracksuit jacket styled with signature chains, printed over the zip like a nod to royal bling.

H&M needs Jeremy Scott to liven their customer base. Since the brand has been trying to appeal to Millennials with their sustainable endeavours, they have appeared to be unable to engage with a market that is tired of being sold to.

Moschino and Jeremy Scott are about that – his brand and design work is centred around creating a well-thought adaptation of the ridiculousness of obsession. Again Jeremy Scott is threading the needle right and catering to our disdain for whimsy in fashion; it’s time to live in a phonographic new collection of animated classic fashion that is Jeremy Scott.