First, they gave us the cartoonishly oversized red boots that turned pavements into Looney Tunes sketches. Then, they sold a microscopic handbag smaller than your thumbnail for a casual $70,000. Now? It looks like MSCHF is setting its sights on advertising.
Yes, really. The Brooklyn-born collective, famous for trolling the art and fashion world with viral drops, has quietly unveiled a new Instagram account: @appliedmschf. The bio reads “an external projects division created by MSCHF” — which sounds a lot like… a creative agency. So far, the page is private, has fewer than ten followers, and absolutely no posts. Classic MSCHF move: whisper of chaos, everyone loses their minds.
For context, creative agencies are the new It-accessory. Pharrell Williams recently launched VIRGINIA, which he describes as a creative agency/collective/alter ego hybrid. Kendrick Lamar, never one to play by the rules, announced Project 3 with pgLang co-founder Dave Free. And now, it seems MSCHF wants in — which makes sense. After all, they’ve been blurring the line between “product” and “performance art” for years.
Will this be an actual client-facing agency, or just another long-running MSCHF gag? Hard to say. But given their track record, expect the unexpected.
Stay tuned — chaos (applied).
