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When their brand’s next collection launches,  all items will start at wholesale price and then increase over time. The final price at which the item sells will subsequently decide the set cost for all future Telfar collections. This new strategy completely upends the standard fashion blueprint, where labels will charge the highest possible price for their most popular items. But Telfar is all about shaking the industry into new shapes, where luxury is no longer shorthand for exclusivity. “I want people who want my clothes – and will look cool in them – to be able to get them,” the designer said. He’s done it before with his bag security program (a 24-hour sale where shoppers can pre-order bags to be made and shipped out months later) and he’s done it again with this new model, further whittling at fashion’s barriers to entry.

Scott’s name is, for most people, inseparable from Moschino’s. Born in Kansas City and raised on a cattle farm in the depths of Missouri, the designer graduated from New York’s Pratt School of Design in 1996, where he interned in the PR department of Moschino before debuting his own label in 1997. It wouldn’t be until 2013, however, that Scott would take up the mantle as creative director, citing a kinship with founder Franco Moschino’s tongue-in-cheek approach to design. Throughout his tenure at the label, Scott subverted fashion’s traditional (and serious) taste values with a turbocharged fusion of pop-cultural satire. He was responsible for decking models in McDonald’s uniforms, life-size floral arrangements and chandeliers, candy wrapper ball gowns, pool floats, and Marie Antoinette cakes.

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