The Moschino fashion label is synonymous with revolution. Ever since Franco Moschino burst onto the
fashion scene in 1988, it has shocked the fashion establishment to the core
with garish designs and satirical humour; from the cartoon cow print skirts and plug-socket
earrings in the early collections to Franco’s open mocking of the Parisian
fashion elite through his cheeky slogans and humorous design re-interpretations. It
seems that boundary-pushing has been central to every Moschino move from the very beginning.
Fast-forward to the 21st Century and this rebellious
attitude is still pumping hard and fast. With the controversial and colourful
Jeremy Scott now at the design helm, making a revolutionary statement is
stronger than ever before at Moschino. And this can be seen most overtly in the
new spring summer 15 collection for women that has just been displayed at Milan
Fashion Week recently. The Barbie themed show was replete with candy-crush
colours that were as sweet and sugary as they were loud and attention-grabbing.
Peroxide blonde Barbie-style models strutted their stuff in fuchsia pink hot
pants, sequin jeans, cartoon print bomber jackets and metallic gold hot-pants
whilst roller-blading down the catwalk to the soundtrack of Aqua’s “I’m a
Barbie Girl, in a Barbie World.” It was a total child’s-play fantasy from start
to finish that escaped reality and threw the entire fashion world into a
decadent dream-land that challenged regular style convention in every possible
way.
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Apart from these fashion boundaries being broken in the ss15
show with super eccentric clothing, other things have grabbed the headlines by
smashing the rules of the established game. Instead of fashion lovers having to
wait for the ss15 collection to hit the shelves next year, consumers have been
able to instantly grab a slice of the Moschino action by shopping half of the
collection online as soon as the models finished walking the catwalk in their
candyfloss pink stilettos. Moschino instantly uploaded shoppable products from the runway show to their brand website, whilst other leading luxury fashion websites also followed suit such as Farfetch and Selfridges, with instantly accessible ranges. This has instant sense of gratification has transformed the high-end fashion world
overnight by delivering the trends to the consumers at the moment that they see
them in much the same vein as the high-street retail giants do.
This innovative concept was introduced most eloquently last
season when Moschino lead the way with the ground-breaking trend in its aw14
MacDonald’s themed show, which typified the fast-fashion move in an obvious
form with the calorific Fast-Food slogan references. This show took the fashion
scene by storm as celebrities and the fashion media alike adopted the trends as
quickly and as they had been served up; Katy Perry and Rita Ora donned the
MacDonalds outfits in their front row seats during the show, whilst Anna Dello
Russo spent Paris fashion week in head to toe red and yellow pieces from the
vivid and vivacious collection just a few weeks after it had been shown. Media
hype then quickly ensued to solidify the fast fashion message and open up the
game to street-style fashionistas, bloggers and regular consumers alike.
Other high-end brands have started to follow suit such as
Versace with its contemporary Versus line, which also showed an instantly
shoppable collection in Milan last week. It is therefore now probably a good
time to reflect on the potential future of luxury fashion; Are we seeing a
change in direction from slow methods of production, long waits and media
build-up, to an instantly consumable show with super-market ready, quick-buy fashion
products? Is this change a direct result of fast-paced social media which now
delivers news and images and creativity at the touch of a button to media
hungry consumers? Is the speed of pace a mere reflection of the heady and
hedonistic times that we are living in during a media and style obsessed
westernised culture? All of these philosophical and metaphysical questions are
yet to be answered, but it is certainly safe to say that Moschino, as ever
before, is leading the way in the potential revolution, like it has been doing
for the past few decades. Welcome to the future of fashion; it’s alive and
kicking with a breathlessly fast pulse… J
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