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Instant purchase collections

Recent history has taught us that few brands have managed to keep up with revolutions in fashion as Moschino has. A historic brand that is still in our hearts and that at the latest Milan Fashion Week marked a point of no return in the women’s fashion department.

Moschino, under Jeremy Scott’s creative hands, has once again surprised everyone with the women’s 2017 spring summer collection. Models parading down the catwalk were transformed into paper-dolls donning paper dresses with a 2D effect reminiscent of fashion sketches, complete with tags, cardboard jewellery and trompe l’oeil nude-look effects.

Wrap dresses worn with fishnet tights and accessories were all made of paper. Coats and evening dresses came adorned with huge bows and ruffles as decorations. The idea is simple yet clear: an irreverent criticism of the fashion system and its evanescent beauty. But there is controversy in the air, if not a deep awareness of our times. And this is also the thought that Moschino will be remembered for, by being one of the first made-in-Italy brands to put into practice the see-now buy-now option.

The trend, which went big in New York last season, is quickly becoming a fix. Indeed, why wait six months to wear our favourite brands? The fashion world has to be quick to adjust to the tastes of connoisseurs, but above all to the wishes of buyers, and Moschino hasn’t missed the opportunity to score points in this commercial revolution. Just a few days after the show, online shops and boutiques were selling a selection of clothes and accessories called Capsule. And, true to the mini-collection idea, the brand offered midi-dresses, accessories and handbags peppered with coloured capsules. In other words, simple and fun ideas can sometimes be winners!