Moschino to present menswear in London

After appointing Jeremy Scott as its creative director last October, Italian fashion house Moschino has caught the fashion industry by surprised with it's 'fast' food and cartoon inspired designs. Now Scott has caught the industry by surprise again and for the first time in it's 30 year history the label is set to show

its men's wear collection in London.

The decision to show in London this season is partly due to Scott's affinity for the city – he previously showcased his own eponymous label there as well as Moschino Cheap & Chic label – and because the creative director feels that the international atmosphere in the British capital is also “instinctive and inspirational,” according to a company spokeswoman. The men's wear collection will be the debut men's wear line designed by Scott, who is also set to showcase 15 pieces of Moschino's women's wear pre-collection, reported WWD.

"Many possibilities for the future" of Moschino's shows

However, the spokeswoman noted that this move does not mean that Moschino will always show in London, or other cities or return to Milan. She revealed to WWD that there are “many possibilities for the future” and added that there are currently no issues with Milan and its fashion organization. As its women's wear collection still has strong ties to the Italian city, a complete departure from Milan seems unlikely.

Since showing his debut women's wear collection for Moschino this February, Scott has brought the Italian label back to the limelight whilst showcasing the brands emblem and heralding the return of the fashion logo. His tongue in cheek, fast-food and pop-culture inspired designs have won over fashion fans ranging from the young teenager making their first designer purchase to celebrated artists like Katy Perry, who recently wore Scott's designs during her Prism tour.

The success of Scott's appointment is also evident in the group's financial results. On Tuesday, parent company of Moschino, Aeffe Group, released its first quarter results to March 31, 2014 with EBITDA increasing 13 percent from the same period in 2013 to 10.7 million euros.

Massimo Ferretti, executive chairman of Aeffe, commented: “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.”

During a meeting discussing the group's first quarter results, Marcello Tassinario, managing director and chief financial officer at Aeffe noted that the label is “showing a growth above average.” He also believes that the designer has helped strengthen the Moschino label and help make it more accessible for younger consumers.

Moschino's London show is set to occur on June 16, at 6 pm, at an undetermined location.

Photo 1: Jeremy Scott

Photo 2: Moschino's menswear FW 14