On April 14, 2017, King, the makers of the highly successful Candy Crush video game and Jeremy Scott, Creative Director of Moschino announced that launch of a limited edition capsule collection under the Moschino label featuring the iconic candies of the game.
Featuring a backpack (650 USD), phone case (70 USD), and swimwear for men and women (250 USD and 300 USD) inspired by Candy Crush, these items will be available exclusively on Moschino.com, until the collection sells-out.
Celebrating its fifth anniversary this year, the Candy Crush game is played by millions of people around the globe each day. The partnership with Moschino brings fans of the Candy Crush franchise an opportunity to visually exclaim their fandom of the game by wearing the playful styles from the designer’s collection.
A collaboration between fashion and video game makers is not new. Designers have dressed video game characters in the past. But, this is the first time that a high street label has created a collection specifically for a video game.
And though it is too early to tell if it is going to be successful, the mere fact that there are consumers out there predisposed to the design, it will not be surprising if the items sell like hotcakes.