'Being famous on Instagram is like being rich on Monopoly' a much-reposted adage says. It's hard to tell what's real on social media anymore, and no one knows this better than Jeremy Scott, fashion's king of clever, Insta-bait.
As always, the Moschino show had a lot to catch the eye (and camera.) This season the collection had a Valley of the Dolls theme, as in paper dolls, as in dolls you cut out from actual pieces of paper and dress up in paper clothes.
In his press notes Scott called it 'the original game of cut and paste for girls of taste.' And naturally, there was much to capture and post on social media: the models' Linda Evangelista-inspired wigs; the season's most ubiquitous sister act, Gigi and Bella; all of those two-dimensional dresses, complete with paper tabs.
And sandwiched between the social media bait and commentary, clever updates on archival pieces that will most likely sell well (clingy black dresses with the famous brand logo in gold and slouchy t-shirts and an upbeat grey sweatsuit nodding to the brand's early handle on streetwear.)
Scott called the collection 'whimsically subversive agit-chic' and it was a smart commentary on what he calls our 'skewed reality.'
In the front, the clothes were all Trompe-l'œil illusion (designer logos, vampy dresses, sexy swimsuits). But when the models turned around, it was all blank. All surface.
