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Saturday, June 13, 2015

Moschino Resort Is a Cheeky Celebration of All Things Commercial

Moschino Resort Is a Cheeky Celebration of All Things Commercial:

A look from Moschino's resort 2016 collection. Photo: Moschino
A look from Moschino's resort 2016 collection. Photo: Moschino
When it comes to generating buzz and sales at Moschino, it's no secret that designer Jeremy Scott is, thus far, on fire. Aside from boosting the Italian brand's revenue 7 percent last year, making it parent company Aeffe's top-selling brand (Moschino made up 65 percent of its sales in 2014), Scott has been a huge proponent of the "buy now wear now" model, making items from his runway shows available in stores and online just hours after his collections walk. Plus, he has a crew of highly influential celebrity fans  — including Katy Perry, who was just revealed as the face of Moschino's fall campaign — which all add up to a winning formula that gave Aeffe the confidence to sign a major licensing deal with Scott's eponymous label, increasing its stake in Scott's talent.

Considering all that, it's quite fitting that Scott's latest collection for Moschino is a cheeky celebration of all things commercial. The opening look — modeled by Scott's pal, Victoria's Secret Angel Stella Maxwell — is a giant "SALE" hang tag, followed by similarly shopping-related pieces. There's a sweater emblazoned with the words "half off;" branded riffs on both MasterCard and American Express cards; handbags that mimic Moschino shopping bags; silk pieces printed with a shoe sale rack pattern; and a cheerleader-like skirt made from pleats that look like sales receipts. To make things even more meta, a number of the pieces feature black and white sketches of Scott's first junk culture-inspired Moschino show, allowing the wearer to be a walking advertisement for not one, but two collections from the house.

We always appreciate that Scott is in on the joke and willing to poke a bit of fun at the industry at large, but the irony isn't lost on us that he'll likely be laughing all the way to the bank as Moschino continues to expand: Imminent plans include launching menswear and opening a new store on Wooster Street in New York.

Click through the gallery for highlights from the collection.

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