Boy oh boy, is this a coffee table book to get your mitts on. The Jeremy Scott era of Moschino is nearing its 10th year, and to celebrate, Assouline are publishing a hefty photography book capturing the often outrageous irony at the heart of the brand, which Scott has taken full heed of. From his sophomore runway shows for the house, which included Moschino McDonalds and Barbie gone wild, through to recent fashion films which have included a genius take on a puppet show featuring a miniature Anna Wintour, to model Miranda Kerr as a make-believe farm girl referencing Scott's Missouri upbringing, Jeremy Scott's Moschino is an antidote to fashion's rather serious nature. 'Fuck you, I will! That's kind of my attitude,' Scott told SHOWstudio on camera back in 2013. This is, after all, the man who sent Katy Perry to the Met Gala dressed as a burger.
The recent Moschino A/W 22 show in Milan was a playful parody on the grandeur of a regal home, where a grandfather clock became a dress, and champagne on ice doubled up as a handbag, with the Hadid sisters and Irina Shayk walking as a precursor to the designer's final bow, dressed in a spacesuit no less. Love him or hate him, Scott is just here to have a bit of fun.
At the launch for the book in London, Scott reflected on his revival of the Italian brand, founded in 1983. 'How would I describe Jeremy Scott's Moschino? Fun, glamorous and avant-garde.' For the book, he selected images for 185 pages filled with glorious Moshino-isms. These include countless red carpet moments, and Scott cites an image of himself and pop princess Gwen Stefani on their way to the Met Gala in 2019 as one of the most memorable, and editorial shoots by the likes of Nick Knight. Then there's the ever-provocative campaigns by the brand, such as the soap drama-esque A/W 19 shot by Steven Meisel starring Gigi Hadid and Joan Smalls in the midst of a cat fight, which also doubles up as the book's cover. Proposing a visual history of the brand with the designer also providing screen grabs from his phone, this is Moschino through Jeremy Scott's eyes.