By  on February 1, 2016
Jeremy Scott for Pepsi eyewear.

Jeremy Scott is gearing up for the fashion week season, meaning that — true to form — a new wave of collaborations is en route. The first is a tie-up with Pepsi Co.Scott has taken his creative hand to Pepsi’s new run of branded emojis called PepsiMoji, transposing them into a limited-edition range of six sunglass styles.The glasses will hit retailers in June. Pricing is yet to be determined. The collection’s “hero” design is a cheeky pair of yellow ovular frames with earring-type attachments that dangle from the tips of their temples. The collection will be manufactured by Lapo Elkann’s proprietary Italia Independent.Scott said a link with Pepsi felt natural because “you know how much I love pop icons and to be able to play with such an American pop icon as Pepsi that was telling me that they wanted to do something with emojis — something I have had dalliances with in past — felt like the perfect opportunity.”Scott said translating Pepsi — a liquid beverage — into wearable form was not a difficult task. “I didn’t really think about it as [just a drink]. I guess, to me, it has such a rich history from the ads and logo, and bottle shape and bottle cap. It relates to pop culture….I didn’t have to think about it too much, it felt really natural,” he said.Scott, often referred to as “the people’s designer,” will embark on the fall 2016 fashion season amid an industry hotly divided on the topic of its own democratization. In a fashion system deemed as “broken” by many — with online oversaturation, delivery cycles and markdown culture creating contention — Scott has forged forward by dressing celebrities in zany attire and sending his Moschino collections straight from the runway to retailers.As more blue-chip fashion shows continue to open their gates to the public — as was the case with Givenchy’s spring 2016 New York spectacle and the forthcoming Yeezy Season 3 presentation from Kanye West (to be staged at Madison Square Garden) — it would seem that Scott would be next to follow suit. But the designer said he has no plans in the pipeline for a public show.“I think all my shows are pretty much live-streamed now, so in a way you kind of are getting that aspect already. I don’t think of [my shows] as being exclusive — we always try to let in diehard fans that are outside, if there is room.“[A public show] is nothing that I’m against, there has never been a space where I’m like, ‘Wow I want to show in that space.’ The space in particular is the thing that makes the setting for the show. I don’t know how Madison Square Garden will work — I guess very large, it’s a lot to take on.“So it’s not about audience coming in, but the fact is, if you have too large of a space it might change the impression of your work, is my opinion about it. I’m not opposed to people: The more the merrier.“I don’t know that seeing [a show] in person is better than seeing it online. I think with all these [runway] sites you can look at [a collection] very close…move the picture around and zoom in…you can really get in there, it’s crazy more detailed than ever before.“I know from seeing shows myself, when I have gone — you just get more a whiff, you don’t get that kind of detail. It’s not possible sitting front row even because things are moving by you.”

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