Even if you haven’t downloaded Candy Crush Saga, you’ve no doubt heard of it. The five-year-old game, played mainly via its app on smartphones and tablets, has had over 1 trillion rounds completed since its launch in 2012. 198 billion rounds of Candy Crush were played in 2016.
Leave it to Jeremy Scott, then, to partner with the phenomenon on a capsule collection for Moschino that will be introduced last weekend at Coachella, the annual music festival in Indio, California. Scott has long proven his sixth sense for highly attuned pop culture divination, having partnered with Google and buddied up with megawatt stars like Katy Perry, Nicki Minaj, and the Queen of Pop herself, Madonna, for various costumes and red carpet appearances. Scott’s aesthetic is unashamedly mainstream. He’s reimagined a Snickers logo on a dress, for example, and recreated a Transformers battle scene on a suit; he’s even channeled the arguably sinister undertones of ’60s and ’70s–era TV dinners— from a time when families were affixed to the boob tube, not individual iPhones. Say what you will, but there’s a molten kind of genius beneath the spotlit and sugar-bombed aesthetics of his work.
While there isn’t really a notable subtext to the Moschino x Candy Crush collection—a capsule of his-and-hers swimwear, plus a backpack—there’s certainly a savviness to recognizing collaborative opportunities beyond the expected. “It’s a very cool thing,” says Yonna Ingolf, narrative designer for the Candy Crush program. “It’s the first time we’re partnering with high fashion. It felt like a natural step for us. Jeremy’s mind is very ‘candy.’” Scott agrees. “I think almost everyone plays, right? It’s kind of off the charts,” he says. “My mom and my nephew… they both play it. It’s for everyone.”