Not wanting to rest on its Erdem collection laurels, H&M has announced its latest designer collaboration, and it's very different to say the least.
The announcement was made through an Instagram live call between Gigi Hadid and Jeremy Scott during the party and saw the two wearing the first looks of the collection.
The collection for H&M will also revive certain archival pieces, from Scott's own collections (like a tiny bag he described as hardly big enough to fit a lighter) as well as from those of the label's founder Franco Moschino (he mentioned one CD print, describing it as "perfect").
In typically theatrical fashion, Scott unveiled the collaboration via a video call-the collection, after all, is called "Moschino [tv] H&M"-with model Gigi Hadid". H&M says that the campaign will bridge traditional and social media with "a multi-platform takeover". They also wore items from the collection, which goes on sale on November 8, both online and in select H&M stores.
"I want to reach an even more worldwide audience at a reasonable price", says Scott in a new interview in H&M magazine.
"MOSCHINO [tv] H&M is the ideal 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, ' said H&M creative adviser Ann-Sofie Johansson. The line will include men's and women's apparel, accessories and "some extra surprises", according to a Moschino press release, all with the playful vibe the brand is known for.