Moschino’s Spring/Summer 2015 collection is a show to be remembered. It created a memorable fashion experience using the iconic Barbie as inspiration. Rewatching it, we can see how much the clothes created a fun show, but also where the idea of Barbie could have been pushed into a more exploratory experience. Especially now with social distancing still advised, I wanted to look at what Moschino could have done to push this fun runway into a digital experience that would be relevant now.
- Overview of Moschino’s Spring/Summer 2015 show
- Dress up game research
- Ideation and sketching
- High fidelity final design
- Design implications
MOSCHINO SPRING/SUMMER 2015 SHOW
Why Moschino’s experience was so memorable
Obviously, Moschino knows how to put on a good show. But we first need to understand why this Spring/Summer 2015 show in particular was so successful and remains in our brains today.
The collection opens up with a fully pink, blonde wigged model, and automatically, we are drawn back to our childhood where Barbie was a larger part of our lives. Nostalgia is defined as “a wistful or excessively sentimental yearning for return to or of some past period or irrecoverable condition.” Seeing a figure from our childhoods walking in real life creates a magical moment where our childhood is back, and playfulness is fully embraced. Even if we never played with a Barbie, we can still recognize the figure and brand itself.
The initial colors, cuts, styling, and Moschino written in the Barbie font allows us to easily see the direct inspiration, as well as the interpretation. What made it even more clever was the way Jeremy Scott transitioned from pink outfits to black and gold colors. The clothing moved to a more Moschino hardcore interpretation of Barbie after we already recognized the theme. If the black outfits were the opening numbers, the nostalgia would not have been there and the viewing experience would have been lost.
The Full Collection
It maintained personality
Who can’t smile when watching the show? From the attitude the models had, to the freaking model rollerskating, the whole show provided a lighthearted experience that made way for us to enjoy. It was able to bring us back to our childhoods and think about the times we had played with Barbies or even just watched the commercials.
DRESS UP GAME RESEARCH
Using nostalgia and theme to create a better experience
This show’s theme opens up the door for exciting digital experiences that can help tap deeper into our nostalgia, and there isn’t a better way to do that than a Moschino dress up game.
Dress up games
What makes dress up games so special?
Playing dress up and pretend are a staple of childhood, allowing our imaginations to run wild through our clothing. In this way, clothes act as a creative outlet that hold no limitation to what we can do. During the time online dress up games became popular, the possibilities were literally limitless. You can be a bride, a princess, or even a fairy. With online dress up games, we immediately have access to items that we would be unable to normally wear.
Dress up games still hold their own space today. Covet Fashion creates an experience where the clothes used in the game are actual representations of items players can buy. It also creates a very real world experience of mixing and matching brands.
Looking at dress up games, we can see the main aspects of why they’re so special.
- Allow the imagination to go wild
- Can see representations of real world clothing
- Can be an exploratory experience
The main point of dress up is to be imaginary, which also goes along with why people play with Barbies. Both allow people to have an experience where they can go wild imagining scenarios and exploring. Turning this into a digital experience, we can see that it must allow people to explore how it can look in real life situations, in different ways, and on different people.
What will make a Moschino dress up game so special?
Dress up games that bridge the real and the imaginary already exist. Covet Fashion is one that uses real luxury fashion as the digital clothing. What is important to keep intact with Moschino’s is the nostalgia factor engrained in classic Barbie dress up games, and their ability to reinterprate Barbie’s brand into Moschino’s.
Things I wanted to highlight in the design
- Moschino’s reinterpretation of Barbie
- Maintaining a look and style of early 2000’s online dress up games
- Providing options for different body types and skin tones
- Providing an embedded retail experience that doesn’t take from the game
Inspiration driven sketching
I used online images of the user interfaces of other dress up games to guide an initial round of sketching.
Common themes from online games
- Clothing and items are held in a wardrobe
- Categories are separated to the side
- Full clothing items are cut out next to one another to give a drag and drop appeal
Looking at these UI’s helped me sketch out a couple ideas
The main layout would be similar to the UI’s of the dress up games I looked at.
To give people the option to purchase items,there would be a retail overlay that would give details about the garment when selected.
While sketching, I noticed that
- The wireframe alone aren’t able to portray Moschino’s branding and full features
- The retail overlay distracted from the enjoyment of the game
I decided to move into higher fidelity screens to highlight the features that would be embedded in the experience.
Moschino Dress Up
The design is to play on the nostalgic interfaces of online dress up games while bringing more features to customize the experience.
Customizing the show and model
Users can select custom background images for the runway. They can also select the model’s body type, model, and skin color.
Users can drag and drop clothes onto the model. The selected garments show up in the bottom of the screen.
Embedded Retail Experience
Clicking on one of the selected garments shows details to buy.
Customizing the Walk
The runway walk can be customized by selecting poses and actions the model does.
Users select the ‘WALK’ button to see their outfit come to life on the runway and can share their look.
The main focus is on recreating nostalgia through clothes in an engaging manner, while still having the ability to purchase the clothing in a non-disruptive way.
Moschino created a nostalgic experience and reinterpreted Barbie in their collection. This design expands on what they did well in their collection and turns it into a digital experience.
Improving Traditional Dress Up Games
Dress up games are normally used to play pretend and expand our imaginations, but they traditionally don’t allow users to explore different body sizes, skin colors, or genders. This design intentionally provides those expanded options to give users more freedom and exploration. These customizations can also be reiterated on further when taking makeup, hair, and accessories into consideration.
Try-on Before Buying
This design also provides the ability to try on clothes before making purchasing decisions. Retail experiences and stores are more commonly using this form of model to help buyers feel less anxious about committing to a purchase they may feel unhappy with. Nike Fit measures people’s feet and can give a perfect shoe recommendation, and Warby Parker uses AR to show how glasses will look on a customer’s face before buying. By providing users the ability to customize the background and other elements of the experience, it can help potential buyers make more informed decisions.
The design, interface, and features create an experience that provides users a nostaglia-infused experience that plays off of what Moschino set up in their Spring/Summer 2015 collection. This form of gamified retail may also be a new way to create shared fashion experiences in a time where online shopping may be the only option.