Supermodel Gigi Hadid delivered a message on H&M’s Instagram Live feed just after midnight this morning to reveal that the global fashion giant’s latest collaboration would be with Moschino; a tie-up that not only encompasses a fashion collection but also a new “innovative TV concept”.
The message was also broadcast live at the annual Moschino party at Coachella where Jeremy Scott and Hadid were dressed in the first looks from the MOSCHINO [tv] H&M collection, which will hit stores on 8 November.
Scott, the American creative director of the Italian house, is promising a collection for men and women that is “full of the vitality, playfulness and humour that has made the label one of the most beloved in fashion today”.
“I am so excited about MOSCHINO [tv] H&M. My life’s work has been to connect with people through fashion, and with this collaboration I’ll be able to reach more of my fans than I’ve ever had the ability to do,” Scott said.
“MOSCHINO [tv] H&M is the perfect collaboration for fashion right now, mixing together pop, street culture, logos and also glamour. Jeremy Scott is amazing – he knows how to have fun with fashion, and to connect with his fans around the world,” added H&M creative adviser Ann-Sofie Johansson.
The MOSCHINO [tv] concept will merge traditional and social media to create a multi-platform takeover, as well as “a captivating new ‘zapping’ experience for the digital world”. A teaser has been placed on the brand’s Instagram account.
H&M’s annual fashion collaborations are among the most hotly anticipated in the industry with past collaborators including British designer Erdem, Isabel Marant, Versace, Stella McCartney and Karl Lagerfeld.