H&M's big collab for 2018 is with Moschino

By

Sandra Halliday

Published
Apr 15, 2018

H&M’s annual November designer collaboration is always big news and it’s and possibly even more of a headline-grabber this year as the company chose a combination of Coachella, Gigi Hadid and Instagram to unveil the name of the designer brand with which it will be working.

And the answer? Moschino, and its creative chief Jeremy Scott. We learned the name via an Instagram Live call from Hadid to her friend Scott at the annual Moschino party in Coachella, California.

We also learned that it will be called the Moschino [tv] H&M collection, which hints at something definitely different this year as far as its marketing is concerned.

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As well as the creative fashion concepts that we’ve come to expect from Scott, the launch will also have what H&M has described as “a radically innovative TV concept enmeshing social and traditional media to create a multi-platform takeover – a captivating new ‘zapping’ experience for the digital world.”

It's a world away from the more sedate, dreamy profile of last year’s big collaboration with Erdem. But H&M has shown itself to be extremely adept over the years at launching collections that contrast strongly with their predecessors and that are able to generate maximum publicity and maximum ‘buzz’. This virtually guarantees queues around the block and website crashes on launch day.

It’s debut will be on November 8 with both women's and men's included, plus accessories. So far, so predictable. But the retailer is also promising “some extra surprises too.”

Scott said the collection would be important for him because it will allow him to reach more fans than he's ever been able to. And H&M’s creative advisor Ann-Sofie Johansson said that it's an ideal linkup for today as it mixes “pop, street culture, logos and also glamour.”