In every court there is a jester, and in the kingdom of fashion that jester is almost undisputedly Jeremy Scott of Moschino. From his cigarette pack bags to his teddy bear jumpers, nothing is off limits or sacred to him but instead of being unbearably pretentious about it (I’m looking at you Louis Vuitton), he is both unapologetic and extremely fun in his approach. Though many have called his clothes gimmicky, for those unafraid to stand out of the crowd, his creations could literally stop traffic.

H&M collaborations have always been the victim of ambiguity. While Versace sold out almost instantly and sparked a widespread frenzy, Margiela and Erdem were received less graciously by the public. However, if the whispers are to be believed, Moschino is set to cause a stampede the likes of which haven’t been seen since H&M’s very first collaboration with Karl Lagerfeld back in 2004. So what are we to expect from Jeremy Scott’s offering? Well, from the first photos which were published a day or two ago, it’s going to be gold, logo-tastic and highly reminiscent of 1980s Chanel which is undoubtedly going to make for a great selling point. People were expecting gaudy but I don’t think anyone had anticipated just to what limits Scott was going to go to get his point across.

H&M collaborations have always been the victim of ambiguity

This collection clearly has the ‘more is more’ aesthetic at the heart of it: the thick gold chains that we have grown accustomed to seeing on rappers and drug barons are casually draped on dresses, jackets, boots, necks and everything in between; gold leather jackets with inlaid chains reminiscent of Balmain a few seasons ago are thrown over bralets to make the wearers look like Madonna before she started looking like an extra from The Mummy. The overall look is the sartorial equivalent of a McDonald’s meal ordered on a drunken night: excessive and trashy but ultimately, satisfying. A lot of people aren’t going to like it, but then a lot of people’s opinions don’t matter.