Jeremy Scott revamps Moschino collection for Italy show

Los Angeles - Jeremy Scott, creative director of Moschino, will display the newest menswear collection of Moschino in Italy. The designs showcased will be a revamp of the iconic, original brand.

In Florence, Moschino will showcase its newest designs for a runway show set for June 18. Scott will make his debut in Italy as a menswear designer with his eclectic menswear brand. The international trade show Pitti Uomo will host Moschino as the men’s wear guest brand. Scott promises a rejuvenation of Moschino by adding a contemporary twist. Scott is known for incorporating pop culture and relating the brand to current in-fashion style.

“[Scott’s] project for the brand fully persuaded me and I knew he would correctly read the brand,” said Massimo Ferretti, president of Aeffe SpA, parent company of the brand. Ferretti disclosed to WWD that he believed Scott was the “right person” for the label. Also, according to the publication, since Scott’s arrival at the brand, earnings for Moschino have risen 46.9 percent in 2015.

Jeremy Scott is a Los Angeles based designer. He became Moschino’s creative director in 2013. The next year, Scott presented his first collection in the fall. Scott’s most iconic contribution to the brand includes his design of the graphic teddy bear that represents “Moschino Toy.” The bear is associated with shirts, phone cases, and various Moschino designs. The luxury label was founded in 1983 by Franco Moschino. The brand name was first associated with casualwear and jeans, but has since expanded to eveningwear, shoes, menswear, and more.