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Oct 25, 2018
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Star models and augmented reality at the Moschino [tv] H&M fashion show

Oct 25, 2018

The eagerly awaited collaboration between the Moschino fashion house and the H&M brand was unveiled Wednesday, October 24 at a runway show in New York. The two brands pulled out all the stops for their showcase event, with a star line-up of models on the catwalk, a five-star FROW, and an unprecedented augmented reality experience bringing the joint collection to life.

Jeremy Scott enlisted a star line-up of the runway's hottest property to present the fruit of his collaboration with H&M, including Gigi, Bella and Anwar Hadid, Stella Maxwell, Naomi Campbell, Duckie Thot, Imaan Hammam, Taylor Hill, Isabeli Fontana, Dilone, Joan Smalls, Winnie Harlow, Soo Joo Park and Jordan Barrett. Entering via a spectacular staircase, the models each showed off the various pieces in this colorful collection, laced with pop culture references and streetwear inspirations.

"The Moschino [tv] H&M collection is a gift to my fans and I wanted to give them the most Moschino collection ever. I tried to include all the ingredients you would expect from one of my shows -- cartoon couture mixed with a streetwear vibe doused with hip-hop worthy amounts of bling-bling," said the Italian fashion house's creative director, Jeremy Scott.

The two brands had more than a runway show in store for guests, however, with an innovative augmented reality experience offering an immersive and interactive view of the collection. Guests were invited to don a headset and step into a kind of TV set where the collection was brought to life in various ways.

Guests were also able to get their hands on pieces from the collection before it drops in stores thanks to an on-site pop-up. Everyone else will have to wait until November 8 to try to snap up a Moschino [tv] H&M creation in selected stores or online at www.hm.com.


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