At Moschino, Designer Jeremy Scott Experiments with Pills and Paper Dolls

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Gigi Hadid walks in Jeremy Scott’s Spring Summer 2017 runway show. Photo: Getty Images

Currently, Gigi and Bella Hadid are Milan’s most wanted duo. The sister act is gorgeous, sweet, and super famous, after all. But tonight at Moschino, Jeremy Scott subverted the Hollywood golden children—by turning them and their fellow models into symbols of online obsession.

“I guess you could call it Valley of the Paper Dolls,” Scott laughed backstage after the show. “I wanted to play with how we’re starting to really live our lives through apparatuses [like] iPhones. A lot of our life now is two dimensional because it literally appears on a screen. We try to create a façade of how our lives really are, and it becomes all-consuming.”

Photo: Getty Images

To examine the Insta addiction, Scott dressed both sisters (plus Taylor Hill, Irina Shayk, Molly Bair, and Anna Cleveland) in graphic gowns built to resemble giant paper doll outfits. Their color palettes were Disney Princess Pink and Big Bird Yellow, their silhouettes were sculpted like stiff cardboard cutouts, and their accessories were flatly drawn diamonds and pearls—2-D “jewelry” to be sold in Moschino stores (and gobbled up by Scott’s street style disciples worldwide).

And what about the pill-print backpacks and knits that also hit the runway—and hit Moschino.com for purchase at the exact same time? “Well, we’re doing a [see-now-buy-now] capsule collection,” Scott grinned, referencing the term for a limited-edition range of designer stuff. “So it’s literally a collection of capsules! And when Jacqueline Susann wrote Valley of the Dolls, she called capsule [pills] ‘dolls.’ So it’s a roller coaster of themes, and they can exist separately—the capsule collection and the paper dolls—but they can also reference each other.”

Photo: Getty Images

So… despite the visuals, we’re still just saying “no” to drugs?

“Just say Moschino!” Scott laughed, referencing the capsule collection’s cheeky hashtag. “I always say, fashion is the only drug I do. It keeps me going… and if my shows can give you that feeling of awe and joy again, that’s my gift. That’s what I’m passing on to you.”

And if you’d rather have an Insta-fix instead of actual happiness? Scott’s gamely got you covered: front row guests like Charlie XCX (1.8 million followers) and Chiara Ferragni (6.6 million followers) were gifted iPhone cases shaped like—yes—pill bottles. Because “likes” can make you feel good—but they can get dangerously addictive, too.

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