Unexpected revelation by H&M and Moschino
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An Instagram call has revealed a designer collaboration by Swedish fast-fashion brand H&M and Moschino.
Projected on digital screens at the Italian fashion brand’s annual party in Coachella, California, the Instagram conversation was between US model Gigi Hadid and her friend Jeremy Scott, creative director at Moschino.
They discussed the release of the Moschino + H&M collection online and in selected H&M stores worldwide from 8 November.
Hadid’s call and the news surprised guests at the event. The two friends were dressed in the first looks from the collection, designed by Scott for both women and men, as well as a full range of accessories and extra surprises.
“It is the perfect collaboration for fashion right now, mixing together pop, street culture, logos and also glamour,” says H&M creative adviser Ann-Sofie Johansson. “Jeremy Scott is amazing – he knows how to have fun with fashion.”
An innovative TV concept is being used for the collection’s campaign, enmeshing social and traditional media.
Questions & Answers
Q.How was the collaboration between H&M and Moschino initially revealed to the public?
How was the collaboration between H&M and Moschino initially revealed to the public?
The collaboration was revealed via an Instagram conversation between US model Gigi Hadid and Moschino’s creative director, Jeremy Scott. This conversation was projected on digital screens at Moschino’s annual party in Coachella, California, surprising guests present.
Q.What items will be included in the Moschino + H&M collection?
What items will be included in the Moschino + H&M collection?
The collection will feature designs by Jeremy Scott for both women and men. It will also include a full range of accessories and additional surprises. Gigi Hadid and Jeremy Scott wore the first looks from the collection at the launch event.
Q.When and where will customers be able to purchase items from the new collection?
When and where will customers be able to purchase items from the new collection?
The Moschino + H&M collection will be available for purchase starting from 8 November. Customers can buy items online and in selected H&M stores across the world, offering widespread access to the range.
Q.What is unique about the marketing campaign for this new collection?
What is unique about the marketing campaign for this new collection?
The marketing campaign for the Moschino + H&M collection will use an innovative TV concept. This approach is designed to combine social media with traditional media, aiming for a broad and engaging reach.
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