Jeremy Scott's First Moschino Runway Show Hits Milan With Fast Food And SpongeBob

What to say about Jeremy Scott's inaugural runway collection for Moschino that hasn't already been said? It just makes a ton of sense. The Italian high-fashion mainstay has built a brand on years of irreverence, and Jeremy, the blonde, pompadoured mastermind behind winged and teddy bear-ed sneakers and so much more, is precisely the designer to steer it into 2014 and beyond. But you knew that. We all knew that. The moment the announcement was made that he'd be taking over the reins for the exeunt Rossella Jardini, you could hear the entire fashion community raising their right hands to smack themselves upside the forehead because DUH. And if for some reason you weren't a believer then, surely the lookbook photos for his debut pre-Fall 2014 collection were enough to sway you.

Moschino

Looks from Jeremy Scott's Moschino Fall/Winter 2014 Milan Fashion Week show.
Photo: Getty Images

It was yesterday, though, that Jeremy sent his first runway collection for Moschino down the catwalk at Milan Fashion Week. After getting to a bit of a late start and a few boos minor bumps in the road, Scott kicked things off with a sea of vibrant red and yellow: His McDonald's-inspired runway capsule collection (of which some of the pieces are available for purchase right now, BTW). The Mickey D-leaning wares skew 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

Looks from Jeremy Scott's Moschino Fall/Winter 2014 Milan Fashion Week show.
Photo: Getty Images

A record scratch and the Run-D.M.C. version of "Walk This Way" transition the collection into its second act where '90s hip-hop collides with '90s high fashion. Quilting, the perennial Chanel favorite, finds its way onto sweatpants, cropped bomber jackets, denim work separates, and gilded shirts. But it's worn with a blinding amount of gold by way of cap toes, block lettering, dookie rope chains, and even the occasional (very Naughty By Nature) padlock.

Moschino

Looks from Jeremy Scott's Moschino Fall/Winter 2014 Milan Fashion Week show.
Photo: Getty Images

Leather branded do-rags gave way to a full leather-bound section, leaning heavily on the sex appeal of that other Italian fashion house (*cough*Versace*cough*) and using the layered belt motif we've seen at a few shows before, but never quite like this.

Moschino

Looks from Jeremy Scott's Moschino Fall/Winter 2014 Milan Fashion Week show.
Photo: Getty Images

Then, there was this SpongeBob SquarePants moment. It follows a collaboration lead set by Theophilus London and Pharrell, though, we're not totally sure what the inclusion MEANS.

Moschino

Looks from Jeremy Scott's Moschino Fall/Winter 2014 Milan Fashion Week show.
Photo: Getty Images

Finally, paired with an operatic soundtrack, Jeremy closed the show with a parade of junk-food couture gowns. Which is exactly what it sounds like: glamorous gowns made to look like giant candy wrappers and discarded bags of chips. (Just in time for Food Friday! *WINK*) There were cheese nips and gummy bears, popcorn and beer, Flamin' Hot Cheetos and Jourdan Dunn in a giant Moschino-fied Hershey's bar that seems 100% up Katy Perry's Kisses bra-lined alley (or is it aisle because, y'know, food).

Moschino

Looks from Jeremy Scott's Moschino Fall/Winter 2014 Milan Fashion Week show.
Photo: Getty Images

Lindsey Wixson was the proverbial cherry on top, modeling the show's finale: a (wedding?) gown printed with nutrition fact labels. I keep coming back to the idea that this collection is Jeremy's way of introducing himself—a cartoon-loving American—to Milan. Perhaps that's supported by this "I Don't Speak Italian" T-shirt. Or perhaps I'm reaching; I'm just not sure how else to tie together fast food, hip-hop, and SpongeBob (other than the fact that they're all compound nouns). While the overall arc to the collection may not make obvious sense, it's without question that Jeremy Scott is precisely the hilariously imaginative mind to helm the Moschino house, and I can't wait to see what's next.

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