WTI Magazine #21    2014 Mar, 14
Author : Maria Teresa Squillaci      Translation by:

Milan fashion Week is when the biggest trends of the season start to make sense and we really find out what we will be wearing come autumn. The italian fashion capital is known for overblown glamour and downright sexiness but for a/w 2014, Milan was in a different mood: modern day inspiration was rife. There have been many recent discussions about realistic fashion – practical clothes that fit into busy lives – which we saw at Marni, Pucci and Etro shows. But, as Jeremy Scott shows, every trend has a flip side – for next autumn it is fun and fantasy.

The stylist who has taken over the reins from Rossella Jardini, in his first collection as creative director of Moschino presented a brush and brilliant homage to the Eighties glory days. Scott kicked things off with a sea of vibrant red and yellow: his McDonald's-inspired runway capsule collection made as all feel hungry: the stylist made fast food, confectionery and cartoon characters the stars of the show, and in so doing appealed directly to our inner child. Models came down the catwalk dressed in retro McDonald's uniforms serving up quilted red purses like waitresses, and donning idiosyncratic sweatshirts emblazoned with the words "Over 20 Billion Served".

The stylist skewed the burger chain's iconic golden arches, rendering them into Moschino's own M-heart logo, and give the brand's own recurring cow print new meaning when shown side by side with a glorified fry cook's uniform. Moschino's fast food obsession extended to accessories, as well. One of the brand's precious chain-link strap purses could serve double duty as the chicest Happy Meal takeout box ever, and a jaunty red hat with the signature double arches adorned the head of a model holding a takeout tray

A fun, funny, and fearless collection and the whoops and cheers from the audience (including Katy Perry and Rita Ora) made it clear this was a success.

After Jeremy Scott showed his first collection for the Italian brand last week, several key pieces—including his McDonald's-inspired purses, a cashmere/wool blend sweater with golden arches, and the famous "I don't speak Italian but I speak Moschino" tees from his runway finale—hit the Moschino website. But just because they're already up for grabs doesn't mean you can have them: The red-and-yellow backpack, the french fry iPhone cover and the McDonald's sweater are already sold out. Meanwhile Anna Dello Russo and Rita Ora have already snagged the coveted red-and-yellow quilted handbags (which go for $1,265).

Fast food has never been so expensive, and so fashion.