Jeremy Scott’s Moschino Show Is a “Love Letter to Los Angeles”

Moschino’s creative director Jeremy Scott kicked off MADE L.A. — WME-IMG’s two-day fashion and music event — with his own brand of kitschy-kooky-cool on Friday evening. Models took to the runway in a mashup of floral prints, Hawaiian and sixties surfer styles (jeweled leis), crochet dresses, Guatemalan embroidery and all-black Goth lace with umbrella hats for the designer’s 2017 resort collection.

“It’s my love letter to Los Angeles — I was thinking about the way I like to dress and the way that I see people dress here, especially the ‘It’ boys and girls storming around Melrose or going to Coachella and doing all of the things that I love to do. I like the eclecticism of all the cultures found here,” Scott told The Hollywood Reporter.

In terms of the rise of L.A. as a fashion capital and his decision to show here, Scott said: “Los Angeles is the most important city in the world to me — I think that’s why I moved here and left Paris. It’s a megaphone to the world. What people look at to even figure out what they want to wear are the [film and music] stars.”

VIPs Katy Perry and Caitlyn Jenner sat front row, while Miranda Kerr opened the show and Alessandra Ambrosio and Hailey Baldwin both modeled in it. Cindy Crawford and Rande Gerber made it a family night, attending with their daughter Kaia Gerber while the couple’s son Presley Gerber made his runway debut. In addition to Perry, Scott boasts a loyal music following with fans Demi Lovato, Miley Cyrus, Madonna and Nicki Minaj. “I’ve been very spoiled,” said the 40-year-old designer, who currently jams to Rihanna’s “Work, Work, Work” on repeat. “I am lucky to have women who have such gusto wearing my clothes — they get it and have fun and don’t give a shit what anyone thinks.”

Scott recently announced that he had signed on with WME-IMG in May (he was previously with CAA). IMG manages his fashion dealings, while WME focuses on opportunities in entertainment, including film, television, theater and books.

MADE L.A. hopes to bolster Los Angeles’ reputation in the fashion world — the Moschino runway took place downtown at L.A. Live’s event deck and runs June 10 and June 11. “It’s such a treat to be able to do a show and then go home to my own bed,” said Scott. “It’s great to be able to invite the people that ride next to me at SoulCycle and my instructor, Angela Davis, my pop star friends and neighbors. It’s the first time I’ve shown in L.A. in ten years, but it’s also the first time I’ve brought Moschino here.”