November 15, Harbour City welcomed a new pop-up store by Moschino with an exclusive collection designed by Jeremy Scott, Creative Director of the brand, for Hong Kong only. Colorful, ironic, super glamorous and absolutely Moschino: these are the qualities of the collection made exclusively for Hong Kong. The collection represents the vibrant city and reflects the pop soul of Moschino’s Creative Director.
It is a triumph of colors. 12 pieces each adorned with fun multicolored patches: two T-shirts and a T-shirt dress, a hoodie, a sweater, a bomber jacket, 4 denim pieces, a backpack and a bag.
The Moschino logo is revisited in a super colorful version along with iconic graphics like the peace sign. Each letter and each symbol becomes a silk satin patch, applied to the pieces using a special zig-zag stitch technique and made even more ironic with graphics created in thread and crystals.
Moschino Hong Kong Exclusive Collection is available exclusively at Moschino stores in Hong Kong.
It is an incredible moment for the brand, that has been gaining popularity among Millennials and GEN Z thanks to the ironic touch brought by Jeremy Scott.
Earlier this year, Moschino gathered attention globally for its capsule collections in collaboration with H&M and Disney with celebrities such as Gigi Hadid and Naomi Campbell.
In the run-up to the official release, Moschino’s Creative Director Jeremy Scott put on a celeb-tastic fashion show in New York. During the show, Gigi walked the runway in a hoodie printed with Moschino’s signature chain-print alongside her sister Bella in a zip-front black leather mini dress. Naomi Campbell closed the show in a silver sequinned hoodie dress and over-the-knee black quilted boots.
To catch momentum with the success of capsule collections, Moschino has also announced the launch of a new retail concept starting from the stores in Paris, which focuses on the creation of a design that facilitates the rotation of different collections throughout the year.
The design, thought to be a blank canvas ready to host diverse concepts at the same time, will be experimented in Europe to appeal to the new generation of customers.
If it is true that in the digital era, the instant generation is no longer attracted by what is the promise of timeliness, limited editions aimed to satisfy a short-term desire of being among the happy few to win, it might be the key to steal the heart of GEN Z.