“This collection is really for the fans,” says Scott, thumbing through the runway looks at H&M’s New York offices. “When I go on social media after our shows, or even run into people on the street, I see how Moschino’s designs connect with people on such a visceral level, even if they’re not able to buy all of them. So I wanted to give the fans a gift back to them, for all the love they’ve given to me, you know? To pair with H&M means to be able to give more people access to the clothes they love, without prohibiting them from paying their rent. That’s a big, important element that I feel like I’ve been missing.”
Prices will range from about $20 to $400, with Instagram icons like Gigi Hadid and Stella Maxwell starring in the campaign, and even more mega-models set to hit the catwalk for the runway show. I ask Scott—who famously cast Maxwell, both Hadid sisters, and Cara Delevingne on his catwalk before anyone else—if he thinks supermodels are still relevant in the age of influencers. “Fashion is still a bit of an archaic situation, though,” he says. “No matter how much people say ‘fashion shows are dead,’ or ‘Fashion Week is dead,’ it never is! It’s always tall, beautiful women wearing impossible clothes. And we gather around in a room and worship it!” he laughs.
“No matter how much things have changed in how we live and what kinds of technology we use, how camera to video has changed what we look at on a daily basis, people still want to sit down and wait for impossibly beautiful girls to walk around showing us the latest creations. Something about this is in our DNA. It speaks almost tribally to us. It can’t ever become obsolete. Even if we’re watching models and fashion on a screen from our bedroom, we’re still watching it.”