Marcel Winatschek

SpongeBob in Couture

Jeremy Scott was always going to do this. He’s the kind of designer who looks at a cartoon character and thinks: that should be haute couture. So he showed up at Moschino with SpongeBob SquarePants on the runway—yellow, porous, the whole ridiculous creature rendered in fabric.

There’s something honest about it, actually. Fashion is always eating pop culture and regurgitating it at a five-figure markup. Scott just doesn’t bother pretending it’s anything lofty. He raids Saturday morning cartoons and action figures and whatever else catches his eye, and he makes it work because he genuinely seems to like the absurdity instead of turning it into a performance.

The clothes look fun. Bright, silly in a way that most luxury brands won’t allow themselves to be. You could wear one and it would feel right—not because it’s clever or ironic, just because the colors are strong and the design doesn’t take itself seriously. SpongeBob in Milan. Somehow that lands.