By Loïc Prigent
Photograph by Giampaolo Sgura
Loïc Prigent: When did you first understand that you were going to become a brand?
Jeremy Scott: When M/M (Paris) created my first logo – that was when I first saw myself as a brand.
What are the Jeremy Scott brand values?
Fun, fun, fun!
How would you define the fun that the Jeremy Scott brand promises its customers?
My clothes are often colourful and whimsical, with a twist on the familiar, in a playful new way. I believe the fun is in every stitch!
How would you define the fun promised by the Moschino brand?
Haute cartoon!
How does Jeremy Scott cola taste?
Sweet, but with a kick!
What shape is the building for the Jeremy Scott hotel?
The same as my bust, of course.
What would be the slogan for Jeremy Scott, the brand?
Live the dream!
What cities are associated with your logo?
New York, Beverly Hills and Paris.
What’s the weirdest object you’ve put your name on?
A condom.
What’s the sexiest thing you’ve put your name on?
A condom.
What do you think about everybody in fashion, including editors, being their own brand these days?
More power to them!
On a scale from 0 to 10, how snobbish are you?
Maybe a two; I’m pretty chill.
What can you instantly recognize more of: logos or types of birds?
Logos outweigh birds, hands down – and I’m taking about all logos, not just fashion brands.
What are the perks of being a brand?
Well, I get a lot of love from people. It’s nice when you can make someone you’ve never met happy just by being you!