ANGE April 2015 : Page 52

[STYLE] SHOPS BEST IN SHOW Jeremy’s Latest Hits A look back at some of Scott’s most magnifi cent moments –SA Moschino fall 2014 collection There were McDonald’s-esque accessories, cartoonish cow-print leather jackets, Hershey’s chocolate-inspired gowns, Spongebob Squarepants sweater dresses and chain-link belts in Scott’s explosive fi rst collection for the fashion house. L.A. STORY Jeremy Scott in Moschino’s new West Hollywood store HAUTE OPENING POP SHOP! WITH A SUPER BOWL HALFTIME SHOW, TWO COLLECTIONS, A FR AGR ANCE AND A BOOK UNDER HIS BELT—PLUS AN UPCOMING DOCUMENTARY—L.A.’S JEREMY SCOTT CONTINUES HIS WORLD DOMINATION WITH MOSCHINO’S FIRST U.S. FLAGSHIP. By Shannon Adducci | Portrait by Amanda Friedman Jeremy Scott is not known for doing things quietly. So it’s a surprise to see that the new Moschino shop he opened in West Hollywood’s Design District is actually quite spare, all cold concrete fl oors, glass-and-steel displays and whitewashed walls. But that was exactly Scott’s intention when he opened the boutique (the fi rst-ever U.S. location for the brand) in late January on Beverly Boulevard. “I really wanted to treat the store like a gallery. I just loved it because it has 25-foot ceilings, and it’s a long, independent building with no buildings touching it on either the left or right side,” says Scott of the space, which formerly housed an art gallery. “Th at’s a kind of freedom that’s also very inherently part of my creativity.” After all, his designs speak for themselves, as is evident from the shop’s windows, which show mannequins in graphic-print shift dresses that read “Drink Moschino” (from $1,495) matching the larger-than-life soda pop cans on which they rest. In his year as creative director of the 32-year-old fashion house, Scott has taken Moschino from a quirky Italian label to a globally recognized brand, infusing his wacky penchant for pop culture iconography into fashion-forward designs, creating pieces that riff on everything from McDonald’s to Barbie to Spongebob Squarepants. “I tried to fi nd that common language that can be universal so that more people can understand it,” says Scott of his designs. “Th at’s the end goal for me; it’s trying to be more inclusive. At the same time, I still do challenging designs. I love that balance. It’s like mixing candy with the medicine.” It’s a philosophy that Scott has carried through his many ventures, from the Moschino collections and his own namesake label (which he started in Paris in the late ’90s), to his collaborations with Adidas and the fantastical costumes he has designed for music artists like Madonna, Miley Cyrus, Rihanna, Nicki Minaj and most notably 52 ANGELENO APRIL 2015 The Adidas Wings The winged high-top sneakers (from $220), which he debuted with the sportswear brand in 2008, have been a hit with everyone from Rihanna to Cara Delevingne. In March, Adidas and Scott debuted a new fragrance with a wing-shaped bottle ($105). Katy Perry’s “California Girls” outfi t at the Super Bowl “It was a no-brainer that she had to become a beach ball, because of the coloring and because she is so famous for her iconic bosom, so I thought, let’s play with this bustier like they’re beach balls,” says the designer. KATY PERRY PHOTO BY ROB CARR

Style Shops

Shannon Adducci



L. A. STORY

Jeremy Scott in Moschino’s new West Hollywood store

HAUTE OPENING

POP SHOP!
WITH A SUPER BOWL HALFTIME SHOW, TWO COLLECTIONS, A FRAGRANCE AND A BOOK UNDER HIS BELT—PLUS AN UPCOMING DOCUMENTARY—L.A.’S JEREMY SCOTT CONTINUES HIS WORLD DOMINATION WITH MOSCHINO’S FIRST U.S. FLAGSHIP.

Jeremy Scott is not known for doing things quietly. So it’s a surprise to see that the new Moschino shop he opened in West Hollywood’s Design District is actually quite spare, all cold concrete floors, glass-and-steel displays and whitewashed walls.

But that was exactly Scott’s intention when he opened the boutique (the first-ever U.S. location for the brand) in late January on Beverly Boulevard. “I really wanted to treat the store like a gallery. I just loved it because it has 25-foot ceilings, and it’s a long, independent building with no buildings touching it on either the left or right side,” says Scott of the space, which formerly housed an art gallery. “That’s a kind of freedom that’s also very inherently part of my creativity.”

After all, his designs speak for themselves, as is evident from the shop’s windows, which show mannequins in graphic-print shift dresses that read “Drink Moschino” (from $1,495) matching the larger-than-life soda pop cans on which they rest. In his year as creative director of the 32-year-old fashion house, Scott has taken Moschino from a quirky Italian label to a globally recognized brand, infusing his wacky penchant for pop culture iconography into fashion-forward designs, creating pieces that riff on everything from McDonald’s to Barbie to Spongebob Squarepants. “I tried to find that common language that can be universal so that more people can understand it,” says Scott of his designs. “Th at’s the end goal for me; it’s trying to be more inclusive. At the same time, I still do challenging designs. I love that balance. It’s like mixing candy with the medicine.”

TASTE THE RAINBOW



A view of Moschino’s new Beverly Boulevard boutique.



A bold look from Moschino’s fall/winter 2015 collection.



An array of colorful Moschino designs.

It’s a philosophy that Scott has carried through his many ventures, from the Moschino collections and his own namesake label (which he started in Paris in the late ’90s), to his collaborations with Adidas and the fantastical costumes he has designed for music artists like Madonna, Miley Cyrus, Rihanna, Nicki Minaj and most notably katy Perry, whom he dressed for the singer’s recent Super Bowl halftime performance. “It was very organic, and Katy is very hands-on. We’ve had a long friendship and working relationship,” he says. “It’s a whole other ball game when they are performing because there are things that they have to do that you’ll never have to do on a runway.”

The Super Bowl halftime show will be just one of the chapters in an upcoming documentary that Scott will release this summer. Directed by Vlad Yudin and produced by Matt Kapp (who worked on Valentino: The Last Emperor), Jeremy Scott: The People’s Designer will follow the designer’s life from his childhood on his family farm in Missouri to studying fashion at the Pratt School of Design in Brooklyn to his Paris residency and his life in L.A., where he has lived for the past 14 years. “I first came here with Mario Testino. He needed to do a portrait of me for American Vogue, and I was in Paris, and he said, ‘Why don’t we do it in L.A.?’ I had never been. And I just fell in love with it,” says Scott, who just moved into a new house in the Hollywood Hills last year. “I just thought: Wow, this place is amazing. It had all this pop culture and Americana, which is very close to my heart. To me, it’s the most American city of all cities.”

While Scott says he is less inclined to show his personal life on film, he has promised a glimpse into his daily routine, which includes a devout allegiance to SoulCycle classes. “I worship at the house of Angela Davis!” Scott says of his favorite instructor, who rides at the West Hollywood and Brentwood locations. And though he has another Adidas activewear collection on the way, he says a SoulCycle collaboration “would be a dream come true.” Whatever he does next, we can bet it won’t be quiet. 8933 Beverly Blvd., West Hollywood, 818. 827.5700, moschino.com

BEST IN SHOW

Jeremy’s Latest Hits
A look back at some of Scott’s most magnificent moments –SA



Moschino fall 2014 collection
There were McDonald’sesque accessories, cartoonish cow-print leather jackets, Hershey’s chocolate-inspired gowns, Spongebob Squarepants sweater dresses and chainlink belts in Scott’s explosive first collection for the fashion house.



The Adidas Wings
The winged high-top sneakers (from $220), which he debuted with the sportswear brand in 2008, have been a hit with everyone from Rihanna to Cara Delevingne. In March, Adidas and Scott debuted a new fragrance with a wingshaped bottle ($105).



Katy Perry’s “California Girls” outfit at the Super Bowl
“It was a no-brainer that she had to become a beach ball, because of the coloring and because she is so famous for her iconic bosom, so I thought, let’s play with this bustier like they’re beach balls,” says the designer.



Coachella parties
Scott hosted the annual Adidas sponsored soiree at Twin Palms, the former estate of Frank Sinatra, for the past eight years, before calling it quits for 2015. “We’ve been doing it for so long, but we thought we would change it up and do something in L.A., something around the VMAs,” says the designer (shown above in 2014 with Rita Ora). “I will probably shed a little tear that night, though, because it’s been my party night for so long.”



The Jeremy Scott book
In the photo-filled tome ($85, Rizzoli), which was released last fall, the designer reflects on his early days in Paris and dressing pop icons like Madonna and Miley Cyrus. The book also includes backstage Polaroids and editorial shots from Steven Meisel, Ellen von Unwerth, and Inez and Vinoodh. “When I was growing up, I was devouring everything I could about fashion, from magazines to documentaries, anything I could to understand more. I hope that this will do that for people,” says Scott.

Read the full article at http://digital.modernluxury.com/article/Style+Shops/1962918/251171/article.html.

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