Moschino has teamed up with the makers of Candy Crush Saga to mark the game’s fifth anniversary
This may be a Level too high.
Italian fashion house Moschino released a capsule collection designed with Candy Crush saga maker King Digital Entertainment. The line consists of just four items: $70 phone covers, $205 swimming trunks, $300 one-piece bathing suits and $650 bags made from synthetic fabrics. Each piece features repeated motifs of the confection-colored Candy Crush emoticons that addicts of the freemium puzzle app will recognize.
“The only thing I love more than playing the game is wearing it,” said Jeremy Scott, Moschino’s creative director, in a statement. The line was released in time for Coachella, as well as the game’s fifth birthday.
Those familiar with Scott’s work know that he’s tapped pop culture—and more specifically, video games—in the past. He collaborated with Super Mario Bros owner Nintendo on a collection that included a duffle bag with images of that game’s characters and sweatshirts featuring the world’s most famous plumber. And the brand, founded by the late Franco Moschino in 1983, has long infused eccentricity and psychedelic colors into its creations.
This marks another brand extension for King, which was purchased by Activision Blizzard last year for $5.9 billion. The game was licensed to CBS last year for a live action game show and to a confectionary maker for a cake mix. As of April 2017, it was the third highest grossing mobile game app in America, raking in about $1.1 million in sales daily, data show. In 2014, fans of the game spent $1.33 billion on in-app purchases.
Still, mass popularity doesn’t necessarily go with high fashion acclaim. “If you’re obsessed with the game and have $300 burning a hole in your pocket, I guess the one-piece would make sense,” says Sara DiMedio, a fashion stylist who’s worked with Jennifer Connelly and Julianne Moore. As for the backpack, it’s a “straight rip-off,” she says.
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