This autumn’s collection from Swedish fashion chain H&M promises a crazy collaboration.
Moschino’s creative director, Jeremy Scott, signed a contract to collaborate with the chain on the limited edition Moschino x H&M collection available in shops and online from November 8. This is the Jeremy Scott whose motto is “Life’s too short to wear boring clothes” – and who has a reputation for extravagance!
Working with H&M’s creative adviser Ann-Marie Johansson, Scott decided he wanted to find something in pop culture that was both innovative and retro – something that projects you into the future, and into flashback. So what are two of the pop culture elements they have gone for? The MTV logo and Toontown!
I decided to walk around Westfield Stratford to ask customers and shop assistants in H&M what they thought about the collaboration. Most of them knew nothing about it but were excited about the idea.
Melissa, 18, was glad about it. “H&M has always collaborated with other brands,” she said, “or even celebrities, and I have to admit that this makes me feel closer to high fashion.”
Her friend Laura, 20, said, “I actually read about this yesterday and I can’t even explain how happy I was. I only hope that it won’t be that expensive… And the fact that it’s a limited edition makes me feel nervous… because I’m scared of not being able to buy anything. But if I got something, I would feel so lucky.”
Janil, 22, had also worked in H&M in Switzerland, and welcomed the collaboration. “I believe that there is a sort of wall between high street fashion and shops like this or Bershka, and, sometimes, this wall makes people feel a bit excluded.” Signing up Scott, said Janil, would help break down that wall.
Janil’s friend Mario, 25, said he had already taken a peek at the preview of the collection available online, and planned to add some of it to his wardrobe. “… for a fashion addict like me, this is absolutely fabulous,” he said.
Mario won’t have to wait long. It seems the fashion world is getting ready for the collaboration of the year.
