Hood by Air and Moschino are to headline Made LA, as part of a two day
fashion and music showcase.
Hood by Air will follow in the footsteps of Burberry and Tom Ford’s new
‘see now, buy now’ model, allowing customers to pre-order during the show
and purchase from its website the following month.
“We want to start connecting with the customer directly, but not in a DTC –
direct-to-customer – attitude,” HBA founder and creative director Shayne
Oliver says in an interview with US Vogue. “I would rather create my own
way of speaking to my customer as opposed to being a part of fashion’s
reformation of itself.”
In this interview, Oliver also gives a hint of what we can expect from the
collection, describing it as “everyday survival gear”. “It’s a mixture of
everyday survival gear and actual survivor gear,” he explains. “That’s very
much the vibe.”
“I feel like, you know, you sit down at a runway show, and it’s cute and
it’s cool, but it doesn’t necessarily bring too much to the table as far as
culture is concerned and people having experiences outside of the internal
editors and stylists,” says Oliver. “I want to start creating experiences
that speak more to the customers.”
Moschino is changing camps and this season will show its new menswear
collection at Made LA, instead of Milan Fashion Week. In the same show it
will present its women’s resort 2017 collection.
Moschino will stage a tradition catwalk show format, without a ‘see now,
buy now’ option. The show is expected to be an invite-only event for the
benefit of fashion industry press, buyers and friends of the brand, and not
open to the public.
Made LA is the brainchild of organizers behind New York Fashion Week and in
collaboration with main sponsor AEG will take place on June 10 and 11.
The event will feature fashion shows, presentations, live musical
performances, parties and a fashion bazaar which will collectively sell
fashion and art.
Tickets to select events are open to the public. For further information
visit www.ma.de
Image:Moschino, SS16, www.DazedDigital.com