product social media

Moschino and The Sims team up for digitally-inspired collection

Moschino has teamed up with video game The Sims on an exclusive collection inspired by the iconic game’s avatar-based universe.

“I love the idea of being able to imagine, design and bring to life a world of individual personas with The Sims universe,” says Moschino’s creative director, Jeremy Scott. “That concept emulates what I get to do for each collection at Moschino as I create a fantasy universe of spectacular storylines and characters.”

The Moschino x The Sims collection, which will hit Moschino stores and tomorrow (April 13), features a limited run of eight ready-to-wear items and accessories such as sweatshirts and phone covers. The line will also be unveiled at Coachella Valley Music and Arts Festival taking place in California this weekend while one piece, a Freezer Bunny hoodie, will also be launched in digital form and exist within a number of The Sims games.

To promote the collaboration, Moschino has released a lookbook where real models are stylised to look like avatars, while standing in virtual environments reminiscent of the game.

Are you thinking innovatively enough in your brand messaging? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

e-commerce Editor's pick

Jeremy Scott’s missed opportunity in ‘unshoppable’ Katy Perry Super Bowl XLIX collection


One of the great add-ons to Katy Perry’s performance during last night’s Super Bowl was the fact limited edition merchandise was instantly made shoppable to those viewing via Twitter, YouTube, Shazam and connected TV devices from Samsung, LG and Roku.

According to Variety, the deal was established between Universal Music Group and halftime show sponsor Pepsi. It was powered by San Francisco-based interactive commerce provider Delivery Agent, with Visa as the exclusive payment service.

When the star hit the field kitted out head-to-toe in Jeremy Scott, you’d be forgiven for thinking this great shoppable integration was about to involve him too. I certainly did.

Head over to Forbes for insight into why Scott not being involved (especially given his experience producing Moschino collections immediately made available for purchase) was a huge missed opportunity.