MSCHF, which has made everything from giant red boots to a microscopic bag sold for over $70,000 USD go viral, appears to be shifting direction, towards creative agencies.
On 18 August, an Instagram account called @appliedmschf appeared, identified as Applied MSCHF and described in its bio as “an external projects division created by MSCHF.” The account is private and has only a few followers, but its link to MSCHF was confirmed via the brand’s official profile.
This move follows a recent trend of artists launching their own creative agencies. Pharrell Williams, for instance, created VIRGINIA, which functions as a collective and alias for his upcoming launches. Kendrick Lamar, together with pgLang, launched Project 3. Now, MSCHF is following the same path, although details on how Applied MSCHF will operate are still unknown.
For now, all we know is that the account exists and is official. Everything else — the type of projects, scope, or services — remains a mystery.
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