High fashion menswear is at its creative apex: sales are the highst they’ve ever been and for the first time ever, creativity in menswear is on par with its womenswear counterpart. Pitti Uomo, the bi-annual menswear trade show that takes place in winter and summer in Florence, is always at the forefront of the menswear boom. Every season, the tradeshow selects one brand to highlight menswear and one brand to highlight womenswear. One new brand is chosen to display forward-thinking creativity, and an older Italian brand is able to show off renewed relevance. The last Pitti featured streetwear New York-based alien brand Hood by Air for men and forward-thinking luxury Italian house Marni for women. Following up in that tradition, this summer’s Pitti Uomo features British designer respresenting womenswear and none other than Italian house Moschino by Jeremy Scott representing menswear.
Moschino has been designed by American enfant terrible Jeremy Scott since October 2013. Scott’s morose, pop cultural and occasionally hilarious designs have proved to be respectful of Franco Moschino’s vision of the brand but also extremely popular with younger fashion audiences. Scott’s Moschino pays particular homage to 1990s UK Garage culture; the sub-culture’s adherents were particularly enamored with Moschino designs. Scott uses immense color, often gross logoing (Mcdonalds collection was a smash success), and kitschy silhouettes. Scott is a master of converting low culture and distilling it into high culture. Scott’s Moschino being selected for Pitti is another example of the tradeshow loosening its conception of what high fashion is and what high fashion can be.
Scott has already had a huge year. He showed his 2015 Ready-to-Wear show under his own label at New York Fashion Week and the Moschino Fall 2015 ready-to-wear show showed at Milan Fashion Week.
This will be the first time that Scott will show Moschino menswear in Italy: “I am honored to accept the invitation to show my Moschino men’s collection in Florence for Pitti Uomo,” says Scott, “I am looking forward to showing in one of the world’s most beautiful and culturally rich cities.”
Pitti Uomo president Massimo Ferreti is very excited to have Moschino by Jeremy Scott a part of his menswear celebration. “I am positive that Pitti Immagine will be another positive moment for Moschino adding to the brand’s run of success.”