Moschino Opens its First U.S. Store in Los Angeles

The windows at the Moschino store

The windows at the Moschino store

L.A.’s shopping scene just got a major dose of irreverent fun. Jeremy Scott, who has been at the helm of Moschino for a just two full seasons, designed his very first retail space for the line — and it’s right here in Los Angeles. Sitting pretty on Beverly Boulevard, the space is just a few paces from fashion’s heavy hitters such as Stella McCartney and local favorite Jenni Kayne. Formerly the Hadid Gallery, the space got a complete makeover courtesy Scott and Moschino.

The store is Moschino’s very first store in America — take that, New York — and it’s the first to feature Jeremy Scott’s retail concept for the line. Currently, the space is dominated by huge kitschy cola cans emblazoned with “drink Moschino,” which pulls from the designer’s junk-influenced collection, which riffed on American icons such as Coke, McDonalds and more. That entire collection is available, including the iPhone cases and bags that became street style staples as soon as the lights went down at Scott’s runway show for Moschino. In addition, the entire breadth of the line is all under one roof for the first time in the U.S., including the men’s line, swim offerings and secondary diffusion lines.

Inside the Moschino store

Inside the Moschino store

With so much color and pop hanging on the movable chrome shelves and racks, the rest of the store is clean and simple. White walls let the neon leathers, logomania and print-heavy pieces take center stage. Simple stone and concrete vitrines show off the line’s accessories, which have gotten a major overhaul under the helm of Scott and have become a major calling card for a brand that was known for camp and over-the-top style. Thanks to a heavy social media presence and strategic placement on celebrities and newfound editorial attention, everything from evening clutches to iPhone accessories have become synonymous with the line. Moschino’s Barbie capsule collection, which was available for purchase just moments after their presentation, take center stage at the L.A. store, dominating the center of the space with bright pink offerings, sweet sweater sets and Barbie-approved accessories.

In addition to the Los Angeles location, Scott-designed spots are slated to open in Milan and New York’s SoHo neighborhood before the brand re-vamps all 13 locations worldwide and give the same colorful treatment to the 150 shop-in-shops located at Selfridges in London, 10 Corso Como in Milan, Colette in Paris, Opening Ceremony locations and more.

Moschino is located at 8933 Beverly Boulevard, in Los Angeles. For more information, visit www.moschino.com.

Images courtesy WWD

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Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.