H&M’s ropes in Moschino for its prized annual fashion collaboration

Swedish fast-fashion giant, H&M is joining hands with Italian designer fashion label Moschino to design fashion’s most covetable annual collaborative collection. The news was proclaimed at Moschino’s yearly party at the ongoing Coachella Valley Music and Arts Festival.

The design house’s Creative Director Jeremy Scott, who always precedes the activities at the event, announced the partnership as a surprise with supermodel Gigi Hadid by his side… Both of them were wearing pieces from the collaborative line that appears to mirror Scott’s famous lively riffs on pop culture elements.

Scott is known for designing clothes and accessories for iconic brands and celebrities alike, including the likes of fast food chain McDonald’s, Barbie and animated series SpongeBob Square.

Soon after the party, H&M made the official announcement by further adding that the collection will be launched on November 8, 2018. The alliance will be called Moschino [tv] H&M. It promises to be a refreshing collection where vitality meets playfulness and humour.

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H&M excitedly announced that the newly forged relationship with Moschino would be as charismatic and fun as the brand itself.

Apart from clothing, the line will also feature accessories.

Talking about what’s in store for the H&M x Moschino collection, Scott teased, “There’s a silver sequinned parka dress. Denim pieces are all twisted into something else. Puffers and jackets are reconfigured into cropped things or double-long things. There’s a sportswear-with-evening-kind of feeling, like a hockey jersey with a train.”

The assortment would undoubtedly be a distinct combination of pop elements, street culture, logos and of course a good deal of glamour. It will be sold on both H&M’s e-commerce site and at most of its major stores worldwide, including India.

For the last 16 years, H&M has been collaborating with a high-fashion designer for its annual ferry of a collection. The line of partnerships began with Chanel and Fendi Creative Chief Karl Lagerfeld and since then brands like Versace, Balmain, Marni, Kenzo and Comme des Garçons have found their place in the hall of fast-fashion fame.