//Left: ‘Waitress dress’ designed by Diana Crawshaw for Mr Freedom 1971. Right: Karen Elson models Moschino dress in the Italian luxury brand’s campaign for its SS22 resort collection//
Even by the cynical standards of today’s fashion industry, the lifting – down to the closest detail – of a particular early 1970s design for British pop art store Mr Freedom by Italian luxury brand Moschino is breathtaking.
‘UNBELIEVABLE’ was the take of a leading fashion journalist while an internationally renowned fashion designer told me they thought it was ‘Outrageous!’
‘I’m sickened,’ says Diana Crawshaw, who came up with the original of this and many other designs for Mr Freedom’s owners Trevor Myles and Tommy Roberts between 1970 and 1972. ‘It’s terrible that they’ve simply been able to take things I spent a lot of time and effort on realising.’
The new version of Crawshaw’s waitress dress is the centrepiece of the Moschino collection, which is the brainchild of creative director Jeremy Scott. As well as direct quotes of these individual pieces, Moschino’s campaign appears as a tribute to a particular phase of Mr Freedom’s brief life, when its second set of premises at 20 Kensington Church Street included the cartoonish restaurant Mr Feed’Em.
//Mr Feed’Em waitress in hamburger repeat print dress in the restaurant 1971. Photography: Tim Street Porter/Elizabeth Whiting & Associates//
//Left: Mr Freedom designer Jim O’Connor. Photography: Tim Street Porter/Elizabeth Whiting & Associates//
//Mr Feed’Em interior. Photography: Tim Street Porter/Elizabeth Whiting & Associates//
And so the new Moschino campaign is replete with repeat prints and references to fried eggs, dripping hamburgers, hot dogs and ice-cream, all Mr Freedom and Mr Feed’Em motifs, as you can see in the film Scott has released to coincide with the collection drop:
And Crawshaw isn’t alone. The use of colour contrasts in the Moschino garments and on accessories such as bags imitates those used by another Mr Freedom designer, Jim O’Connor, as you can see here from this jumpsuit design in the Victoria & Albert Museum’s collection:
//Jim O’Connor for Mr Freedom jumpsuit collar and lapel detail. Photo: Paul Gorman Collection//
//Biker jacket handbag Moschino SS22//
That there is a paucity of new ideas in mainstream fashion is not news though I can’t help wondering about the role of those operators of vintage collections who are regularly raided by fashion designers in return for payments and thus encourage this behaviour.
Diana Crawshaw started her career at the King’s Road branch of I Was Lord Kitchener’s Valet before moving on to make important contributions not just to Mr Freedom but also the legendary outlet Paradise Garage at 430 King’s Road.
//Frederiques Cifuentes photographs Diana Crawshaw outside 430 King’s Road for the King’s Road Fashion & Music Trail, 2012.//
A charming and constantly creative person, Diana was a Royal College a graduate and is now in her 70s. I interviewed her for the King’s Road music and fashion trail I created for Kensington & Chelsea Council in 2012 and when last I bumped into her (inevitably in Worlds End Books) she snapped a photograph of me and sent a flattering portrait she drew from it.
Diana continues as an inveterate Chelsea-ite as a palmist for the enduring outlet Wilde Ones (though at the moment is giving phone consultations). You can book a reading with her through the Wilde Ones website.
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