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Moschino to Showcase During London Collections:Men

16-05-2014   


Jeremy-Scott-for-Moschino-001Catching the industry by surprise again, the Italian brand has announced a menswear showcase in London during the bi-annual London Collections:Men, the labels first London showcase in its 30 years.

The move to a London showcase has clearly been influenced by Scott, commenting that the British culture in particular was “instinctive and inspirational” to the designer, it’s not the first time Scott has showcased in London. Previously displaying his own eponymous label as well as the Moschino Cheap and Chic label at London Fashion Week.

Scott will display 15 pieces from the womenswear pre-collection range on June 16th at 6pm, in an undisclosed location. The show is set to be a highly requested one, following Moschino’s recent surge into the media. Scott’s tongue-in-cheek fast-food designs have inspired a number of pop-art pieces making their way onto the high-street. Met with approval by fashion fans and critics, the collection has also resulted in a 13% increase in company sales within the first quarter, increasing to 10.7 million.

A spokeswoman for the brand has commented that the decision to show in London however, is not a permanent one saying that the brand still has “many possibilities for the future”. Unlikely to move from Milan, the Italian-based brand’s recent sales report has been a hot topic, Massimo Ferretti, executive chairman of Aeffe Group, the parent company of Moschino has commented on the label’s successful, stating the label was “showing a growth above average” agreeing that the designer was helping to “strengthen the Moschino label” making it more accessible and appealing to younger consumers. “We are satisfied with the results achieved by the Group, which records a new boost to profitability. The commitment and the prompt response to a new market scenario, which led to the refocusing of certain aspects of the business strategies, such as the stylistic renewal of some brands [Moschino] have already registered positive results already in the first three months of the year. We are also encouraged by a 10 percent increase in orders’ backlog for the next Autumn/Winter collections.”




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