Since assuming creative direction in 2013, Jeremy Scott has revitalized Moschino by putting cheeky American twists on Italian luxury. After munching on McDonald’s and playing with Barbies for the last two seasons, Scott has taken his love of American culture off the runway and on to the street, opening Moschino’s first U.S. boutique in Los Angeles on Monday.
Instead of covering his 3,500-square-feet in green goo graffiti or entire walls of plush creations, i-D’s favourite rebel surprised us again, electing to keep the space a pristine white. Boasting large plate-glass windows, sleek chrome fixtures, and sky-high ceilings, the store’s pared-down floor plan is the perfect blank canvas for Scott’s joyful pop designs.
All of Moschino’s main line creations, from its plastic fantastic spring/summer 15 collection to its newly minted fragrance “Toy,” will be available in the Beverly Boulevard outpost. The space’s debut window display features the house’s Coca Cola-inspired resort 15 collection, complete with mannequins posing atop oversize cans.
Scott won’t have much time to hang in the boutique’s VIP room or 800-square foot terrace, however; he’s slated to open a new Moschino location in Milan this May, followed by a New York outpost shortly thereafter.
Credits
Text Emily Manning
Photography Natalia Knezevic, courtesy Moschino