Chinese New Year is an event which more and more brands are using over the years as a platform to enhance the storytelling angle of their communication, with themed special editions and soft innovation.
Moschino knows a trick or two about capsule collections, and for the first time its creative director Jeremy Scott joins in the celebrations for the Year of the Dog, creating a collection inspired by Betty Boop’s dear friend and iconic cartoon pup, Pudgy.
February 16 kicks off the Year of the eleventh star of the Chinese horoscope. Those who are borne in the Year of the Dog have a sunny disposition, are intelligent, honest and known to be loyal, characteristics that Pudgy embodies perfectly, plus a pinch of irony which is the mark of Moschino’s creations.
The ready-to-wear collection and accessories includes 7 items: sweater, T-shirt, dress, backpack, key ring, scarf, and iPhone case, all in Betty’s signature color red, traditionally considered a goodwill color.
The collection is not only dedicated to Chinese consumers, but will be available the main Moschino boutiques in Milan, Rome, London, Paris, New York and Los Angeles, through the Moschino franchises’ network and the most prestigious multi-brand stores in the world, other than online at moschino.com, of course.
Knowing the “Cartoon Couture” coté of Jeremy Scott, we are wondering if this pup-driven capsule is just a first taste of a more robust Betty Boop women collection: Milan Fashion Week is some weeks away, and Jeremy Scott has always a character to play with at catwalks. Could Betty Boop be the star of Moschino autumn-winter 2018?
Stay tuned