Moschino isn't exactly, uh, a traditional fashion house. Since its launch in the early 1980s, the Italian brand has built an empire on kitsch and eccentricity, an aesthetic Jeremy Scott has only heightened in his time as creative director. The tongue-in-cheek label's runway shows have become performance spectacles, events in which evening gowns are seared to a crisp and feather dusters are transformed into couture.
Four months after its elaborate, smoke-filled fall 2016 collection came down the runway, Moschino released a similarly singed campaign for the season on Tuesday. Rather than set the clothing in an abandoned mansion (as was the case during Milan Fashion Week, Scott, photographer Steven Meisel and stylist Carlyne Cerf De Dudzeele went in a different direction: they channeled the brand's somewhat riotous reputation. Models Stella Tenant, Anja Rubik, Anna Cleveland and Raquel Zimmermann play on a revolutionary theme of sorts, taking sledgehammers to cars, throwing pastel-shaded (and obviously harmless) smoke bombs and tagging walls with colorful graffiti. In several of the images, Moschino's fall accessories — newsboy caps, bucket bags and more — make an appearance, perhaps suggesting that such products will continue to be a growing category for the brand. Guido and Pat McGrath also appear to have recreated the beauty look used on the catwalk: slicked-back hair and a heavy, dramatic smoky eye.
As is often the case with Moschino advertisements, the juxtaposition of glamorous and at times over-the-top clothing pairs well with an unexpected, grittier backdrop. That was the intent, surely, and Scott's revolters look ready for action.
See the campaign in the gallery below.