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The King Of Beers Joined Forces With Luxury Label Moschino And We Can’t Unsee It

Known for merging mainstream pop culture cues with high fashion and tongue-in-cheek designs, Moschino’s head designer Jeremy Scott is collaborating with Budweiser. Yes, you read that right, an Italian fashion house is working with “the world’s most enjoyed beer” to produce a campy and OTT collection as is usual with Moschino. 

Jeremy Scott and Budweiser already share some history. 

Credit: @extraITAstyle / Twitter

Not only did the Moschino designer feature a ‘Budweiser gown’ in his debut collection for the Italian label in 2014. Alongside the ‘Bud’ dress, Scott played with other pop culture references including McDonald’s outfits and a get-up with a nod to American chocolate brand Hershey’s.

Moschino’s 2014 ‘Budweiser gown’ was included in a MET exhibit.

Credit: @metmuseum / Twitter

Scott’s Budweiser gown from Moschino’s Autumn/ Winter 2014 show was so iconic, that it was even incorporated into the Metropolitan Museum of Art’s Costume Institute Spring 2019 exhibition, Camp: Notes on Fashion.

The designer’s relationship with Budweiser goes way back.

Credit: budweiser / Instagram

Going back to the very beginning, we found out that they both hail from Missouri. “It’s something that I grew up around. The iconography is such a big part of America and Americana, I love that pop culture element,” said the American designer in conversation with W Magazine. It came full circle when Budweiser approached Scott about a collaboration.

Unveiled in conjunction with the debut of limited edition Budweiser beer cans, the Budweiser X Moschino collection is ready.

Credit: moschino / Instagram

Talks about a collab resulted in two limited-edition beer bottles for the Chinese market, and a 15-piece limited edition collection available worldwide. An American re-working something so intrinsically American for an Italian fashion brand to debut in Shanghai? It’s exactly this unlikely setting that was so attractive to Scott. “I like things that are unexpected,” Scott told W Magazine.

Scott’s clothes are usually seen on campy, over the top celebrities like Katy Perry, Miley Cyrus or Lana del Rey, but the designer says that for this collection, his main focus was to create wearable items. 

Credit: moschino / Instagram

“There are a lot of things for people to interpret,” ranging from sweatpants to a swimsuit that can be worn like a bodysuit, paired with jeans or a skirt, his signature playful bags, in this case shaped like beer cans and —more importantly— the collection features affordable pieces like earrings and Moschino’s beloved iPhone cases.

Moschino was founded in the ’80s by an irreverent and sometimes eccentric man who revolutionized the fashion world.

Credit: @the_memorypage / Twitter

The Italian luxury fashion label, Moschino was founded in 1983 and rose to the forefront of the international fashion scene through its ironic, tongue-in-cheek designs. Specializing in leather accessories, shoes, luggage and fragrances, Franco Moschino was known for his innovative, colorful – sometimes eccentric – designs, for his love of fairies, his criticism of the fashion industry and for his social awareness campaigns in the early 1990s.

Rebelling against luxury and commercialism with wit, imitation, and humor, Franco Moschino famously filled his shop windows with opinions on racism, animal welfare, and the AIDS crisis. The provocateur sent designs down the runway that included a belt reading “this is a waist of money” and a shirt with wrap-around straitjacket sleeves adorned with a “for fashion victims only” slogan. 

Franco Moschino sold ideas through his clothing.

Credit: @tomkolovostko / Twitter

A humanitarian was passionate about social issues, his ads included words such as “Enough! The sea is not your toilet” and “No to racism”. Despite his career being cut short by his death in 1994, in his time in the industry Moschino made a name for himself as a true fashion revolutionary, selling ideas through his clothes.

Scott joined the brand in the early 2010s and brought Moschino back to the forefront of fashion.

Credit: @billboard / Twitter

In 2013, Jeremy Scott was appointed Creative Director of Moschino, and the brand hit a new high with his unexpected original designs that paid homage to Franco Moschino’s original concepts but were infused Scott’s unique vision and sartorial wit. During his tenure at the brand, Scott has delivered a wide range of collaborations with many companies and brands, including Mattel, Nickelodeon, The Sims, Ciroc, MTV, The Walt Disney Co., and Candy Crush, among others.

The Moschino x Budweiser capsule collection includes 15 ready to wear items and accessories for both men and women and is now available to buy while stock lasts. Prices range from $95 to $2,915.

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