While the rest of the world has been frantically live-tweeting the World Cup, my own Twitter feed has been flooded with hastily-snapped Instagram photos from this week's menswear main event: Jeremy Scott's debut Moschino collection. His Warholian AW14 womenswear collection brought Ronald McDonald to the runway through a series of looks that caused a (Mc)flurry of excitement online. This excitement was fuelled by the high-profile guests invited - Katy Perry famously delayed the show by turning up late and being subsequently booed by the front row. For his menswear show, it is Lindsay Lohan that captures the media attention - although the majority of the emphasis is on the collection, there are more than a few crafty candids of Oprah's darling looking chic in the front row. In addition to the utilisation of celebrity, Scott also revolutionised the way that we consume fashion - frequently interpreted as a commentary on today's recklessly impatient culture, the designer made the entire collection instantly available online. In a savvy attempt to quench our relentless thirst for fast fashion, he launched the now-iconic Moschino phone case, a replica of McDonalds fries emblazoned with the Moschino logo. Priced at only £40, it was a slice of high-fashion that was accessible to all; within days, the case was the accessory du jour and THE must-have item to be featured in your Instagram mirror selfie. One thing was clear - Scott understood our culture, he understood our needs and he knew how to meet them whilst sparking the discussion of our new habits.
