Scott was the first to announce the collaboration at IT festival Coachella at MOSCHINO’S annual party over the weekend. A call from Gigi Hadid to Jeremy Scott was projected on a screen in which guests were given the exciting collaboration news. The video showed both Jeremy Scott and Gigi Hadid dressed in looks from the MOSCHINO [tv] H&M collection. H&M also broadcast the moment live just after midnight. Jeremy Scott then instagrammed a picture of the announcement to his fans which showed a picture of him and Gigi Hadid stating, “WITH MY LOVE @gigihadid LAST NIGHT AT MY COACHELLA BASH CELEBRATING THE ANNOUNCEMENT OF MY @moschino X @hm COLLABORATION BOTH OF US ARE WEARING PEICES FROM THE COLLECTION OUT IN NOVEMBER ! WATCH THIS SPACE FOR MORE TO COME ! #HMOSCHINO”.
An Instagram live call from Gigi Hadid to her friend Jeremy Scott revealed: H&M’s next designer collaboration is with MOSCHINO - the iconic Italian brand to which Jeremy Scott has injected a new pop energy since he became Creative Director in 2013. The collection, MOSCHINO [tv] H&M, will be available online and in select H&M stores worldwide from November 8. (H&M Press)
H&M have said the collection will be, ‘A collection full of the vitality, playfulness and humour that has made the label one of the most beloved in fashion today. For H&M, Jeremy Scott has designed new MOSCHINO collections for both women and men, as well as a full range of accessories and some extra surprises too.'
Speaking of the collection, Jeremy Scott said, “I am so excited about MOSCHINO [tv] H&M. My life’s work has been to connect with people through fashion, and with this collaboration I’ll be able to reach more of my fans than I’ve ever had the ability to do,”
Ann Sofie Johansson, Creative advisor for H&M said, “MOSCHINO [tv] H&M is the perfect collaboration for fashion right now, mixing together pop, street culture, logos and also glamour. Jeremy Scott is amazing – he knows how to have fun with fashion, and to connect with his fans around the world,”
Previous designer collections have been a huge success for H&M as previously reported on Eurasian Vogue. Other collaborations in the past have included Isabel Marant, Alexander Wang, Balmain and Kenzo.