Sign of the times: H&M announces new collab through Instagram Live

An Instagram live video call from Gigi Hadid to her friend Jeremy Scott revealed: H&M’s next designer collaboration is with MOSCHINO, the iconic Italian brand to which Jeremy Scott has injected a new pop energy since he became Creative Director in 2013. The collection, MOSCHINO [tv] H&M, will be available online and in select H&M stores worldwide from November 8.

The call, from Gigi Hadid to Jeremy Scott, was projected on digital screens at the annual MOSCHINO party in Coachella, California and live broadcasted on @hm, surprising guests with the big news at midnight. Jeremy and Gigi were dressed in the first looks from the MOSCHINO [tv] H&M collection, a collection full of the vitality, playfulness and humour that has made the label one of the most beloved in fashion today. For H&M, Jeremy Scott has designed new MOSCHINO collections for both women and men, as well as a full range of accessories and some extra surprises too.

“I am so excited about MOSCHINO [tv] H&M. My life’s work has been to connect with people through fashion, and with this collaboration I’ll be able to reach more of my fans than I’ve ever had the ability to do,” says Jeremy Scott, Creative Director of MOSCHINO.

“MOSCHINO [tv] H&M is the perfect collaboration for fashion right now, mixing together pop, street culture, logos and also glamour. Jeremy Scott is amazing – he knows how to have fun with fashion, and to connect with his fans around the world.” says Ann-Sofie Johansson, creative advisor, H&M.

The MOSCHINO [tv] H&M campaign is a radically innovative TV concept enmeshing social and traditional media to create a multi- platformtakeover –acaptivatingnew“zapping”experienceforthedigitalworld.

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