The Ebury totes and Georgiana clutches, via Express

When I first saw Anya Hindmarch’s Autumn/Winter 2014 that were emblazoned with cereal mascots like Tony the Tiger (the Frostie’s mascot) and the Kellogg’s corn flakes rooster, and the Coco Pops monkey, I thought that this was a Kellogg’s collaboration. But nope, then came Dazs washing powder, “England’s Glory” matchboxes logo, smiley faces, and even metallic box clutches that seemed to represent English teatime favourites like Bourbon biscuits (those with a chocolate cream centre) and Custard Creams.

Custard cream and Bourbon clutch, via Express

Georgiana clutch and Ebury tote, via Express

via @anyahindmarch Instagram

And then, at Milan Fashion Week yesterday, Jeremy Scott’s first collection for Moschino had a similar theme. He, too, took inspiration from Candy, McDonald’s, Hershey’s, cereals and chips as prints for the brand’s Fall/Winter 2014 collection. Oh and guess what? There were even quirky bags that came in the form of a Happy Meal box (of course with the logo tweaked a little which don’t make these very overt references any less obvious – hey, even going to the extent of using the same colour schemes as the originals that he was referencing), a soda cup, and a quilted bag being “served up” to us on a food tray. And then there was Spongebob as well.. (not pictured below)

Nutrition facts table print on the dress

Notice what Anya Hindmarch and Jeremy Scott have in common this upcoming season? It seems as if both the designers are, well, the former more overtly than the other, making references to hugely recognisable products, brands and consumables.  According to Anya Hindmarch, “This collection began with the idea of finding beauty in the banal … I wanted to treat the everyday ordinary in an extraordinary way”. And this was exactly what Scott did too, except in a more, well, kooky and colourful manner. Were they pulling an Andy Warhol and starting up another “Pop” moment, but in fashion instead of the world of Art? Or am I reading too much into it when I think they’re actually pulling a Tom Sachs (click here for the artist’s Chanel, Prada, etc Happy Meals and weapons like Chanel chainsaws and guillotines and Hermes grenades?) and actually hinting at our consumerist society that is consumed with branding, logos and labels?

Some food for thought (literally) for y’all… Which do you think it is?

Moschino images via Style.com

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