An Instagram call has revealed a designer collaboration by Swedish fast-fashion brand H&M and Moschino.
Projected on digital screens at the Italian fashion brand’s annual party in Coachella, California, the Instagram conversation was between US model Gigi Hadid and her friend Jeremy Scott, creative director at Moschino.
They discussed the release of the Moschino + H&M collection online and in selected H&M stores worldwide from 8 November.
Hadid’s call and the news surprised guests at the event. The two friends were dressed in the first looks from the collection, designed by Scott for both women and men, as well as a full range of accessories and extra surprises.
“It is the perfect collaboration for fashion right now, mixing together pop, street culture, logos and also glamour,” says H&M creative adviser Ann-Sofie Johansson. “Jeremy Scott is amazing – he knows how to have fun with fashion.”
An innovative TV concept is being used for the collection’s campaign, enmeshing social and traditional media.