Moschino has opened its first boutique in Los Angeles. The 3,500-square-foot space was designed by Jeremy Scott and is located in the West Hollywood Design District.
According to WWD, Scott created a clean, white space with large plate-glass windows. Displays include large-form installations such as oversize cola cans and mannequins in graphic crushed can-printed dresses.
Chief executive officer Alessandro Varisco explains why Scott, the creative director of Moschino, is a great fit behind the brand.
“I understand why Jeremy needs to spend time in L.A., where there is good energy. Frankly speaking, there is a little less energy in Milan right now. Five years ago when I joined Moschino, it was a good brand, but we have completely revised the strategy with Jeremy, who seemed to be only a dream for us five years ago. He has the same DNA of [house founder] Franco Moschino in that he is an excellent designer and communicator. But Mr. Moschino was a communicator for the Eighties and Jeremy is fantastic with new channels like the Web.”
He added, “Thanks to his following in social media, we are able to speak to a wider range of people and have totally changed their perspective of the brand. We have changed the customer profile to a younger, more trendy audience. I see the numbers boosting in accessories and ready-to-wear.”
Scott recently showed off the window display at Moschino’s L.A. boutique via Instagram.
Another boutique to be designed by Scott is planned for New York’s Soho neighborhood. There will also be a new location in Milan in May.
In addition to a strategy of opening stores in “the right cities,” such as Berlin, Madrid, Miami, Tokyo and Seoul, the company also plans to revamp its 13 directly operated stores and 150 franchise shop-in-shop locations in places like Selfridges, Colette, 10 Corso Como and Opening Ceremony.
Besides Scott designing clothes and opening Moschino’s first L.A. boutique, he also will be creating Katy Perry’s outfits for Super Bowl XLIX.
Perry said, “(He) is one of my best friends, and I thought this would be an incredible moment to share with one of my favorite designers, Jeremy Scott. So he’ll be designing all of my costumes.”
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