Designer Spotlight: Moschino Hearts RTR

We sat down with our Director of Ready to Wear, Derek for the inside scoop on our exclusive capsule collection, Moschino Hearts Rent the Runway.
Why did you decide to do an exclusive collection with Moschino?
We have done capsule collections before, some of which are quite memorable and perform really well!
We were at a market appointment last February with Michelle Stein, Aeffe USA’s President and she mentioned the brand’s 30th anniversary was approaching this Fall- we immediately suggested we celebrate the occasion on RTR via an exclusive capsule collection. We presented a plan for our vision of the capsule to Michelle and later to the Moschino design team in Milan and then they came up with these incredible dresses that epitomize the Moschino aesthetic.
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What in your opinion epitomizes the Moschino aesthetic?
I am a huge fan of what the brand represents- having fun with fashion while at the same time being drop dead chic, and wanted to give our younger customer more insight to the brand’s rich design history.
How did you decide what the styles would look like? What was your/their inspiration?
Throughout the process there was complete collaboration and partnership between Moschino and RTR. It started with sketches, and then from there choosing colors and fabrics, and then later seeing them brought to life when samples were created. Designer Bill Shapiro really took all of our feedback about who our customer was and what occasions she was attending and created some incredible designs. Once the designs were finalized we created a marketing plan around them, including the lookbook, video, instagram contest etc. The lookbook really brought the collection to life, especially with the amazing accessories and over-sized props Moschino provided from their archives in Milan.
What style is your favorite?
The Status Symbol dress, of course. You can be fashionable and promote world peace at the same time!
The capsule represents another chapter in RTR’s mission to bring exciting fashion from around the world to the aspirational American woman.
Behind-the-scenes with Blaire
When Derek showed me the designs with the peace signs and hearts I was immediately reminded of the Queen of Hearts character in Alice and Wonderland. We presented the idea to Moschino and they absolutely loved it! I thought that having a girl resembling Alice in all of the shots seemed perfect because Moschino’s jewelry and accessories are very over-the-top and exaggerated – we really wanted to use these pieces to create the larger than life story. We worked with talented and well-known photographer Joshua Jordan; he and his team really helped to bring this shoot and our vision to life!
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Oversized chair
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Chess pieces
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