This collection was a marketing and creative directors dream. Complete collaboration genius! Yes it is garish, tacky and it’s not going to appeal to everyone, but no one can deny the enormous buzz it generated globally both online and offline. Press and invitee’s at the Milan Fashion Show were granted access to share the collection instantly on all social platforms and this created the first wave of the buzz. Images and news on the show toured the interest across the world and had everyone talking about this eccentric collection. The second wave was generated by the celebrity pop culture ‘selfies’. High profile celebs such as Paris Hilton, Lady Gaga and Miley Cyrus all seen wearing the collection or posing with their limited edition Moschino Barbie Doll, this generated huge media coverage for the brand.

Moschino has built a reputation for being bold, ‘out-there’ and quirky, so when Jeremy Scott’ joined in 2013, his influence echoed both Moschino’s and his own personality through this collection. It’s fun, joyful, and rebellious and has subsequently cemented his position as the reigning fashion rebel in the industry. He has dramatically increased sales for Moschino as well as pioneering new ways fashion is consumed, like the shop from the catwalk innovation where attendee’s of the fashion show can purchase select pieces from the collection immediately (Vogue, 2015).