The premiere of Charli xcx’s The Moment was always going to be, well, a moment. Out in Park City, Utah at the Sundance Film Festival, fashion leans plushy and cozy, maybe even a little GORP-y. Trust, though, that Charli xcx would inject the snowy scene with her own personal style. First, with the boss bitch Saint Laurent suiting, then, the Simon Carle lace-lined PVC raincoat and babydoll dress ensemble, and some ultra-fluffy, polka-dotted archival Rodarte. It was a surprise, however, that Charli’s most practical look was also her most propulsive.
The pop star and now-actor wrapped up in not one, but two The Moment merch puffer jackets. The first, a black cropped jacket with a Brat green “M” and the movie title in red across the chest—the “McMoment”—was styled with Off-White black sunglasses and a teeny pair of R and M leather micro shorts. The second, in a red and cobalt blue colorway, referenced a pack of Marlboro cigarettes, paired with flared indigo jeans and Ugg mini boots. Brat winter is dressed appropriately.
Photo: Getty Images
Both pieces of movie merch jackets were conceptualized and designed by designer, creative, and art director Sasyk. The Prague-born Sasyk, who works between LA, New York, and London, focuses on visual identity, brand, and fashion-adjacent projects. Or, as he puts it: “Taking things that already exist in the world, random references, and slightly misaligning them to create something new.” He’s also a regular collaborator with Charli’s stylist Chris Horan; the two previously worked together to build a visual world for the singer Adéla.
The jackets arrive at a time where movie merch is a real thing—thanks to Marty Supreme and Timothee Chalamet’s rainbow of nylon M.S. sports jackets, and to production company A24 more widely, see for reference their The Brutalist beanies and a Babygirl tee with a glass of milk graphic.
Horan and the film’s director, Aidan Zamiri, reached out to Sasyk about two weeks before the premiere with a strong vision in mind, asking the designer to play around with racer jacket aesthetics and already recognizable logos. “There was an intention to subtly distort familiar American logo language, almost as a joke on brand endorsements,” says Sasyk.
From there, he researched heritage racer and F1 jackets and logo-heavy outerwear, experimenting with stacked logos and busy fronts. The final “McMoment” jacket was the more restrained, the Marlboro cigarette pack-inspired design more outré. The Moment’s visual language and its colors, created by Special Offer Inc., were the main source, and they came up with 20 variations—more than enough to rival the litany of colorful Marty Supreme nylons.
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