November 5, 2019 |
Fun fact: Jeremy Scott and Budweiser both come from the midwestern state of Missouri. Back in AW14, for his debut at the helm of Moschino, Scott showed a collection inspired by symbols of consumerism and emblems of all-American pop culture including references to the iconography of McDonald’s, SpongeBob Squarepants, Cheetos, Hershey’s and Budweiser. A riff on the white, navy, gold and red of the beer’s iconic label and logo, the regal Budweiser dress and cape combo from the collection was featured on display in Camp: Notes on Fashion, the 2019 Metropolitan Museum of Art’s Costume Institute exhibition. The inaugural collection was indicative of what was to follow, with Scott’s tongue-in-cheek Americana sensibilities firmly asserted as the creative director of the Italian house.
Five years on, in conjunction with the launch of two limited-edition beer bottles (the classic aluminium and a new amber lager, Budweiser Pulse), Moschino has teamed up with “The King of Beers” to create a fun-fuelled 15-piece capsule collection of clothes and accessories inspired by the classic coat of arms-like branding. From the tees and sweats to swimsuit, dresses, caps, earrings, phone cases and towels – every piece has been given the graphic Moschino x Budweiser treatment. A cross-body gym bag takes the form of a blown-up can of “Moschino.” complete with “please do not litter” embossed onto the side of the ring pull. The collection was launched with a private dinner, party and performance by jazz singer Jasmine Chen held in the Art Deco halls of the Paramount Ballroom in Shanghai. We’re sure Scott cracked a celebratory cold one or two. Bottoms up!
The Moschino x Budweiser collection is available online and the Budweiser Pulse limited edition will be available from Monday, 11th November. Photographs by Marcus Mam with art direction by Portis Wasp.
