As H&M had already done in its previous collaboration with Balmain, it was during the Coachella festival in April that the brand revealed the new designer with whom it will be associated with an exclusive collection. This is Moschino. With its bed of stars and its media impact, the California festival was undoubtedly the best time to reveal it. As a bonus, it’s the top Gigi Hadid who announced it in preview on Instagram to its 39 million subscribers. The video, a call exchanged with Jeremy Scott, artistic director of the Italian house, was broadcast on giant screens at a party on the sidelines of the festival. Entitled MOSCHINO [tv] H&M, the collection should reflect the pop universe of the designer at the head of the brand since 2013. It will include clothing for women, men and accessories but the brand also promises “some additional surprises” .

Accustomed to use in his collections symbols of pop culture, such as Barbie, Spongebob, McDonalds, Looney Tunes or My Little Pony, the creator should prepare a collection that promises to be quirky and colorful. Ann-Sofie Johansson, H&M’s creative advisor, said it’s a great fit for today because it mixes pop, street culture, logos and glamor.

It will be available in a selection of shops and the H&M e-shop from 8 November 2018. We can not wait to see the result.






Estelle Varillon