Jeremy Scott has just taken a step further toward futuristic fashion by not only showcasing his Moschino resort 2017 collection virtually, but also utilizing a revisited kind of the see-now-buy-now formula that is probably even more appealing. The Moschino resort 2017 and men’s spring 2017 live-stream ran yesterday at 7.30 pm Pacific time worldwide, while the actual runway show took place in Los Angeles.
The live-stream was both two- and three-dimensional, although the chances to watch it in 3D were very few; Jeremy Scott teamed up with virtual-reality streaming platform Livit, whose cardboard headsets were given to only 50 shoppers at Moschino’s New York and Los Angeles stores. As for the rest of Moschino customers, they had the chance to enjoy the show’s 2D live stream on Moschino.com.
Aside from this innovative way of showcasing a collection, Jeremy Scott also made it possible for the clothes to be ready for purchase right after the show, which is a great marketing formula many brands support now and that will surely bear fruit season after season. The fashion designer perfectly knows how to keep his followers and the brand’s customers in great expectations, for sure.
With the Moschino resort 2017 collection, Scott wanted to make us feel happy as well as cherish life in general, and the key to that buzz was feminizing women’s classics in a more youthful, colorful and modern way. Pin-up-inspired ensembles, such as high-waisted pencil skirts, Seventies crop-tops with off-the-shoulder necklines and optical printed designs, and even Nineties grunge t-shirt dresses were all updated with a modern touch that not only captures a sense of freshness and newness, but also seems to be particularly brought to life from any millennial’s dream.
Many celebrities such as Katy Perry, Bella Thorne, Soko, Jhene Aiko, Christina Milian and Vanessa Hudgens were seen in the front row, which actually reinforces such a sentiment. Of course, some of the most famous Insta-Girls (such as Miranda Kerr, Hailey Baldwin and Chanel Iman) walked the catwalk as well, sharing the entire collection through their beloved IG filters.
“It’s Jeremy, so only the best and most vibrant and colorful is what you expect. His shows are always very entertaining. That’s why I come to support; he’s a creative genius. And I don’t have to travel all the way to Paris to see him, so it’s awesome,” declared Amber Rose after the show, perfectly summing up the whole concept behind the astonishing 62-piece collection.
Although featuring two separate line-ups, the overall show was quite uniform in style and mood, and both the men’s and women’s lines joined forces to celebrate colors, vibrant prints and movement. Even the total-black proposals featured rainbow-soaked details, not to mention the accessory line that was anything but boring.
Hawaiian flower leis completed most of the looks, adding overall peace & love hippy vibes to all of the different themes showcased. Scott played with different fashion movements, bonding them through a common joie de vivre attitude. Ye-ye girls, Goth bats, hippies and pin-ups can all find an updated version of their fashion persona, and Scott is particularly proud of that.
“I like the idea of all those kinds of different hand techniques and cultural things. I even did Pop Goths in all black with sunny embroidery or appliques. I was trying to play with different archetypes like the cool girls who would be, like heading down Melrose totally done up in the daytime. I just played with what I think about L.A. Maybe it’s my heightened-volume, turned-up version of it, but it’s how I see it and what I love about it. I hope people enjoy the show but also just enjoy the whole atmosphere,” Scott told WWD backstage.
Photos courtesy of Vogue