Fashion is an external expression
The connection between these two components that seemingly represent two different worlds, the internal and external, creates an extraordinary, innovative encounter (Sover and Ben-Meir, 2017).”
The subsequent sections examine how all of the aforementioned elements are communicated throughout the fashion shows designed by Jeremy Scott in the pre-pandemic period.
2.3.1. Moschino’s Fall/Winter 2014 show – Collection of fast food on social networks
22.214.171.124.Part One: Explaining the
Concept Jeremy Scott’s first
show at Moschino premiered on February 20, 2014 and became hugely popular (Blanks, Vogue, 2014). In the catwalk, the designer, already known for combining pop culture and high fashion, has had a particular impact on Italian fashion (Sover and Ben-Meir, 2017).
The collection looks like a cross between Chanel’s iconic haute couture and American fast food (figure 21). McDonald’s signature red and yellow block, together with its logo has been transformed into a heart shape, like Moschino’s “M” as its iconic symbol (Figure 22) and others of America like SpongeBob SquarePants, Cheetos, Hershey’s, Froot Loops, are all there (Blanks, Vogue, 2014).
This fashion show can be explored in many ways, and as it is the designer’s first show and one of the most innovative Moschino fashion shows, it is well worth it. for detailed discussion.
In this track, Scott brings up a lot of conundrums with his humorous communication. As Elisabeth Wilson put it:
“Fashion is a cultural phenomenon, an aesthetic vehicle for the expression of ideas, desires and beliefs handed down in society. After all, fashion is a visual art form, a creation of the image with the medium of the visible self (2003). Moschino’s Fall-Winter 2014
fashion show marked the end of a nutritional theme that has been repeated in recent years mainly in accessories and photography.
So, Jeremy Scott is able to bring fashion closer to the viewers by using the two elements of food and humor as the most basic human needs and ultimately help them perceive fashion as well. is one of those needs.In addition, the designer has deployed humor to criticize American consumerism (like pop culture artists) and present the relationship between American food and fashion as a breakthrough. to introduce fashion to any market other than Americans.