The latest collaboration in the fashion industry comes from Italian luxury house Moschino, which is joining hands with Candy Crush for a capsule collection consisting primarily of swimwear and accessories. There is hardly anyone with a smartphone who has not at least heard of the gaming app – Candy Crush which now boasts of over 1 trillion rounds completed on the game since its launch in 2012.
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The small collection inspired by the game bubbly font and sporting its colourful graphics will be launched at star-studded, private party hosted by none other than Scott himself during the Coachella weekend. The event will be livestream on a music streaming service Tidal, direct from the music festival’s venue at Indio, California. YonnaIngolf, narrative designer of Candy Crush, has proclaimed this as an excited new sphere for the app saying, “It’s a very cool thing, It’s the first time we are partnering with high fashion. It felt like a natural step for us. Jeremy’s mind is very ‘candy.” The collection’s composition is very Jeremy appropriate because he has swimwear options for men and women as well as cool accessories. He explained the bizarre product choices saying, “We’ve got swimsuits, because, everyone’s going to be in a pool at one point or another at Coachella, or it’s going to be so hot you wish you were in a pool.”
This is not the first time Scott and his own namesake label has collaborated with something overtly mainstream. He has used fast food logos like McDonalds, Snickers, made a Transformers inspired dress and also partnered with Google. He has designed outfits for pop culture icons like Katy Perry, Nicki Minaj, and Madonna among many others for various appearances.