When it comes to unveiling big news, you can't beat doing it at Coachella: You have a captive audience of just about everyone who's anyone in any industry with any clout. It's how Alexander Wang unveiled his H&M collaboration in 2014, for example, or where Taylor Swift once declared that chokers were the new flower crowns.
Leave it to Jeremy Scott to add an extra element of drama. At his annual Coachella party on Saturday night, Scott received an "Instagram Live call" from supermodel Gigi Hadid — projected on screens at the party and on H&M's own Instagram feed — announcing that Moschino, the quirky Italian luxury brand for which Scott serves as creative director, would be the latest designer label to get its own H&M collaboration.
"This collaboration makes me feel like I'm able to give something again," Scott told Vogue. Lots of young people love my clothes [...] and we make phone cases and little things like that, but in order to have a lewk, I love that this is now something that will be affordable."
Dubbed "MOSCHINO [tv] H&M," the collection will include both womenswear and menswear, a full range of accessories and "some extra surprises too," according to the release from H&M. Scott and Hadid were both wearing pieces from the collab: Scott in a black track jacket with trompe l'oeil gold chains, Hadid in thigh-high quilted boots and a silky windbreaker featuring a print of CDs pulled from the Moschino archives. Scott also teases the collection will feature "the tiniest biker bag ever" that he wanted but couldn't get produced at Moschino, a silver sequined parka dress and lots of reworked denim. The collection is Scott's attempt at bringing Moschino to the masses without alienating loyal customers.
"I do have to be thoughtful, though, of the differences. It's a little puzzle. How do I give you the elements and the look and the feeling of Moschino, but how do I not wreck the mother ship while doing it?" he explained to Vogue.
MOSCHINO [tv] H&M will drop online and in select stores on Nov. 8, with prices ranging from around $25 to $300.