Scott has been named as creative director of
Moschino, starting with the fall 2014 collection
that shows in Milan this Spring. He is shown in
Hollywood, Calif., on Oct. 30, 2013.
ANGELES ó Heís dressed Rihanna in a chain-mail
football jersey and Katy Perry in an ice cream cone
dress. And now Jeremy Scott, L.A. fashionís
rabble-rouser, is getting ready to storm Italyís
with the fall 2014 collection showing at Milan Fashion
Week in February, Scott ó named Moschino creative
director in October ó will be infusing that brand with
all the whimsy and street cool that have made pop stars
fans of his namesake label, as well as making him an
attractive collaborator for Adidas, Swatch, Longchamp,
Smart Car and others.
a marriage that should bring a young, hip audience to
the Moschino brand and some humor to the runways.
work revels in themes of celebrity and pop culture,
starting with a collection in 2000 inspired by the 1980s
nighttime soap opera "Dynasty" right through
to his spring 2014 collection, for which he collaborated
with Pop artist Kenny Scharf on cartoonish mask and
past collections have featured dresses designed to look
like Coca-Cola bottles with the slogan "Enjoy
God" and jagged-edged, saber-tooth-tiger-spotted
tunics worn with bone-accessorized topknots inspired by
"The Flintstones" cartoon.
who lives in the Hollywood Hills, has deep roots in the
pop music scene, having collaborated on music videos and
stage costumes for Madonna, Lady Gaga, Perry and more.
also has a huge fan base in Asia. K-pop stars 2NE1 wore
Jeremy Scott-designed dresses that made them look like
they were trapped in the jaws of fluffy space monsters
during their debut performance in L.A. last year.
irreverent and playful, Franco Moschino founded his
label in 1983, gaining fame for making visual puns and
anti-fashion fashion statements (a jacket embroidered at
the waist with the words "waist of money" and
a gown made of garbage bags, for example).
Moschinoís death in 1994, his former assistant
Rossella Jardini had designed the collection, which was
always on-trend, though lacking the wit of Francoís
originals. In his new role, Scott will oversee all the
Moschino lines, including accessories, childrenís
wear, the lower-priced Cheap and Chic collections,
licensed eyewear and perfume.
have so much respect for the brand and affinity for it.
Ö Thatís ultimately why I agreed," says Scott,
who has turned down similar offers from Pucci, Versace
and Paco Rabanne. "(Itís) the play with fashion
itself and the tease and taunt of fashion as an
establishment. Teddy bears, which are emblematic of what
Franco Moschino did, are such a part of my work. I also
love the dinner silverware on the dinner jacket, the
safety pin bustier, even the smiley face biker jackets
Franco created over the years. Itís hand-in-glove, it
fits. Itís going to be a lot of hard work but not
effort to bring to life that kind of vision but keep it
true and of todayís voice."
Moschino brand DNA is to be iconic and ironic, and
Jeremy is the person who can do that with a contemporary
touch," says Alessandro Varisco, managing director
of Moschino, which is owned by Italian luxury gourp
Aeffe. "Moschino has a lot of fans in the Middle
East and in Europe, and we want to internationalize our
brand even more. Asia is an important area ... and we
know Jeremy is a star there. I just discovered he speaks
has 144 stores worldwide, and prices range from $400 to
$10,000. The Jeremy Scott Collection, which the designer
plans to continue, is in 50 stores, including Opening
Ceremony in Los Angeles, and sells for $100 to $2,500.
how will the Moschino customer be different from the one
Scott designs for now?
a more opulent woman, more decadent, but with the same
elements. Itís similar notes but a different
spin," Scott says.
addition to his namesake runway label, he also has the
Jeremy Scott for Adidas Originals collection, which runs
the gamut from high-top sneakers bedecked with plush
teddy-bear heads or gilded angel wings to track suits
with beaded matador jackets or pants adorned with dollar
signs. Sold at Adidas stores and specialty boutiques,
the line counts Kanye West, M.I.A. and recent Adidas
sneaker collaborator A$AP Rocky among its cultish
following. The sneakers are so popular they sometimes
sell out in a matter of hours.
many older designers at the helm of European luxury
brands, the 39-year-old Scott is digitally savvy, with
more than 300,000 followers on Instagram, where he
routinely posts pictures of himself and pals that
include Miley Cyrus and Justin Bieber.
I do, when I work with performers or on a collection,
one thing always brings something to the other," he
says. "I thrive on all the vibrations and
Los Angeles Times