Because of the globalization and the information community were we now live in, we have acces to everything we want to know 24/7. Since 1950, for example, the volume of the world trade has increased by 20 times. This is why is search to opinions, cultures, appreciations and styles effects, take place. We are searching and playing with our identity. That people are shifting with identities is something that Mochino thought about for example. With a wink, shows the brand to people in what kind of world we live in now, without that we realize, the world around us that is shaping us in who we are now.
Why is it cool?
Mochino was originally created in 1983 by Franco Mochino. Moschino and his fashion label became famous for his innovative, colorful and sometimes eccentric designs, for his criticisms of the fashion industry and for his social awareness campaigns in the early 1990s. Now 39-year-old Jeremy Scott is the designer for Mochino. He has his own typically and different ways of designing
Mochino Fall/Winter Fashion Show 2014 – I’m Lovin’ It
During his first debut in February he did a controversial collection. He was inspired by the contemporary pop culture, fast food and cartoons.Scott had also overloaded his inspirational mood-boards with McDonald’s, Hershey and other top brands from popular,consumable culture. Especially the clothing pieces and accessories with the McDonald’s sign became extremely popular. Also Spongebob Squarepants was one of his inspirations for this show. Models strutted the catwalk dressed like workers in the ubiquitous burger chain, and undeniably brought the flavor of American life to the Italian fashion capital. For example wearing chips, popcorn,- and chocolate packing.
His show got a lot of critic. The cartoon inspired couture is having a divisive effect on the fashion world. None can deny that it is bright, playful and colorful.
Whether or not “real women” would actually wear it is not much of a consideration, although some have immediate searched for a soda-pop purse.
Also bloggers looked at his work critically. One blogger even called the collection “overt, tacky and kitschy” and while that can be a compliment among fashionistas, it wasn’t in this case.
Mochino Spring/Summer Fashion Show 2015 – I’m a Barbie Girl
Later Jeremy Scott designer from Moschino designed a summer collection with Barbie as an inspiration. The models were walking the catwalk with fake eyelashes, blonde weaves and pink outfits. A lot off different kinds of barbie-types walked the catwalk. On roller-skates, as a band member, in a sportoutfit and another with cowboy heads. The soundtrack of the show was: I’m a Barbie girl.
“Like every girl and gay boy, I loved Barbie,” Scott said backstage afterward, sporting a “Moschino for Ages 5 and Over” T-shirt. “It’s hard not to; she’s practically perfect,” he went on. “She’s a good big sister, she’s had every job in the world, worn every outfit. And it’s just joyful. Her and I share the same things: We just want to bring joy to people.”
Fashion hasn’t seen anything like this in years. Probably since Franco Moschino himself was thumbing his nose at the fashion elite. You heard yourself complain, “But some of it looked sort of cheap…” Or, “Where does he go from here?” Loosen up, have some fun. Feel the joy.”
The Mochino show:
Jeremy Scott likes to take and see things different. He is not in for the normal and wearable collections. He likes to be innovative,crazy and new. He likes to design the things that people didn’t see coming or even ever thought about. That is were he stand for, his creative and cynical creations. Most of it is not wearable and that is why he brings up a lot of discussion. I think we are going to see a lot more of these collections and eye catchers. It is letting people think about the world in a humorous way. I think fashion in the future is going to be a form of sending information about everything to people. People can choose themselves what they want to do with the information