Visual Communication | Fashion - Moschino

After exploring examples of visual communication within fashion in groups during our lecture, I started to research the topic further to gain a better understanding of how brands visually portray their clothing and control what they want to say to their audience.

One of the main brands that springs to mind when I think of visual communication is Moschino, especially with the play of pop culture that's used in the garments. Since taking over as head of Moschino, Jeremy Scott has produced an outburst of bright, playful and often controversial collections, most of which have been a nod to brands and everyday items that we all know that aren't necessarily associated with the fashion industry.

Since taking over, Jeremy Scott has produced collections based on fast food, Barbie, packaging and waste and even a whole show devoted the iconic Jackie O!

I love how Moschino breaks the mould when it comes to fashion and while most pieces may not be 100% wearable, they are 100% memorable and works of art coming down the runway. I think Scott visually communicates a sense of familiarity in each of his collections - despite playing around with the logos of specific brands and different everyday objects to create a fashion garment, each brand and object is instantly recognisable, even just by the colours and the shapes that the original brands use.

My favourite collection is probably the junk food inspired collection which incorporates lots of different brands such as McDonalds and Hershey's chocolate and gives them the Moschino twist, turning them into dramatic avant garde garments. Each brand is instantly recognisable by the play on the logos or even just the colours used, especially in the case of the McDonald's outfits - everyone instantly associates red and yellow with the fast food chain!