From alien Jackie O’s to Barbie hysteria, Moschino’s creative director Jeremy Scott never fails to put the fun back in fashion. Now, the King of pop culture on the catwalk is flexing his design muscles off the runway, announcing a major collaboration with CÎROC luxury vodka. Uniting the Italian brands’ cheeky take on luxury, the campaign, shot by Vicky Lawton, celebrates self-expression, encapsulated by the limited-edition CÎROC x Moschino bottle to be revealed this November.
Set to bring a bold new take on the meaning of modern luxury, the partnership brings together two brands that are united by their distinctively playful approach to fashion. It will include a limited-edition bottle and global event series headed up by Moschino’s creative director, Jeremy Scott and a cast of global influencers, in a true celebration of individual style.
The collaboration exemplifies two talking-points of the luxury industry this year: its democratisation and the power of personalisation. CÎROC is renowned for its playfully disruptive take on the vodka industry, celebrating an inclusive attitude that goes against tradition. The customisation which lies at the heart of this partnership takes this one step further: from custom-built cocktails and experiences to the limited edition CÎROC x Moschino bottle. Consumers can even personalise their own bottle with graphic stickers and badges at the events and dedicated pop-up spaces.
Tapping into today’s ‘experience economy’, the campaign offers the consumer a year of vibrant celebration, open to all, tailored to the individual and hosted by Jeremy Scott and his squad, which include : Jasmine Sanders (aka Golden Barbie, model), River Viiperi (model), Thando Thabethe (DJ and actress), WizKid (recording artist) and Cassper Nyovest (recording artist). “At a time when brands recognise the power of influencers, CÎROC have gathered a squad based on more than just social media numbers. Together they represent a celebration of individuality and show that modern luxury does not have one face,” CÎROC share with us. “They form an integral part of the campaign throughout the year, rather than a one-off for launch
“I love the cheeky, playful nature of CÎROC,” Jeremy Scott says. “It connects perfectly with my approach to both life and fashion, so the partnership felt natural; there’s such synergy. I design a lot around personal, customised twists so it’s great to bring this into the partnership too. It’s been fun to bring together our bold take on luxury and I can’t wait to see what the year holds.”
Keep an eye on Hunger’s Instagram feed here for live updates on the CÎROC x Moschino collaboration.
