Moschino

Summary

Created in 1983 by late Franco Moschino, the luxury fashion brand acquired by Aeffe, is popular for its edgy, bold ‘more is more’ designs.

History

Encouraged by Gianni Versace.. Franco Moschino launched his eponymous label with a line of casual-wear and denim before expanding to evening wear- footwear- watches- and fragrance. While his clothes may have come with a high-fashion pricetag Moschino was never shy of a controversial statement… “My approach is a contradiction, I know, but why not?” Moschino once said. “Why should I have to embrace the fashion business just because I work in it? Why should I?”

A mainstay of Eighties fashion… Franco moschino’s collections were defined by details that have now become synonymous with the decade including witty slogans such as “Fashion Fashoff” and “Good Taste Doesn’t Exist”. When Moschino died of cardiac arrest at his villa in Brianza Italy in September 1994 at the age of forty-four his former assistant Rossella Jardini took over the reins as Creative Director. Having worked with Nicola Trussardi and Bottega Veneta before joining Moschino in 1983.. Jardin kept the stylistic approach alive long after his death. In 1999 Moschino SpA was acquired by Aeffe Group which also has Alberta Ferretti and Pollini and produces and distributes collections for Emanuel Ungaro and Cédric Charlier. In 2006 the fashion brand designed outfits for the opening ceremony of 2006 Winter Olympics in Turin.. Kylie Minogue’s 2005 Showgirl Tour.. and Lady Gaga’s Born This Way Ball in 2011–2012.

Moschino SpA inked an exclusive ten-year deal with Scienward International Holdings Limited for franchising and distribution of its products in People’s Republic of China.. a five-year agreement with Allison for the creation- development and distribution of Moschino Eyewear.. a five-year deal with Binda Group for the manufacture and marketing of watches.. and an agreement with Altana SpA for the creation- development and worldwide distribution of Moschino boys’ and girls’ collections.

In October 2013 Rossella Jardini was succeeded by Jeremy Scott who took the brand back to its headline-grabbing era by embracing the late founder’s “more is more” design aesthetic. “I think that Jeremy could be the right talent because within the brand’s heritage, he can tell a new story, in order to catch new opportunities and prospects” Massimo Ferretti- Chairman- Aeffe told WWD. Jardini did not disappoint. He positioned Moschino as an edgy luxury brand. Per Vogue: “If fashion were a candy store Jeremy Scott would be the wide-eyed gape-mouthed kid standing smack-dab in the middle of it.”

Scott put his wild imagination to work.. showing pop culture iconography- inspired design, street-style and much more in offbeat venues such as the subway.. in suburban neighbourhoods and in art frames!! Per British Vogue: “Since Jeremy Scott took on the role as creative director… Moschino has catapulted itself into the spotlight with its logoed designs, slogan T-shirts and pop-culture favourite phonecases being spotted on everyone from Rita Ora to Scott’s other BFF and collaborator Miley Cyrus – but being Italian fashion’s naughty little sister is nothing new for the brand..”

Jeremy Scott stayed ten years before exiting Moschino. In 2008 AEFFE Group renamed Moschino Jeans to Love Moschino. “…re-updating of the logo is part of the development plan regarding the Moschino world at a time of great brand visibility and growth on the international market” Massimo Ferretti- president of AEFFE Group- told Vogue.

Moschino Fall 2021 was larger than life. Scott had models, It girls and pin-ups to portray a lady’s life through apparel for business, leisure, travel and balls… all the activities we’re looking forward to post- pandemic!

Mission Statement

Moschino translates the joy of fashion and lighthearted approach to design into an exciting brand narrative, about the beauty of style expressed through clothes that represent the enthusiastic desire of elegance and beauty that women, and also men, never lose even when faced with the problems of everyday life. the core team believes that fashion has the power to bring happiness into the wearer’s life and its design philosophy reflects this thought process.

Vision

A determined and extremely imaginative person… Franco Moschino succeeds in giving fashion a wave of novelty: “playing and having fun” while keeping his feet on the ground was his vision. Elegant.. glamorous.. over the top fashion that makes the wearer feel joyous and a standout. The fashion brand envisions fashion bringing joy and confidence e in to the wearer’s life.

Key Team

Jeremy Scott (Creative Director)
Stefano Secchi (Managing Director)
Late Franco Moschino (Founder)
Massimo Ferretti (President of AEFFE Group)

Products and Services

Moschino retails men’s and women’s ready to wear- accessories- watches- footwear- and fragrance.

Awards and Recognition

References

1. https://www.vogue.co.uk/gallery/moschino-a-fashion-history-jeremy-scott
2. https://wwd.com/fashion-news/designer-luxury/moschino-names-jeremy-scott-creative-director/
3. https://www.harpersbazaar.com/culture/interiors-entertaining/advice/a106/fashionable-life-rossella-jardini-0107/
4. https://www.forbes.com/sites/marioabad/2018/11/08/hm-moschino-collaboration-designers/
5. https://nypost.com/2019/04/12/moschino-taps-the-sims-for-coachellas-big-fashion-moment/
6. https://www.glamour.com/story/hm-moschino-collab
7. https://www.vogue.com/fashion-shows/fall-2021-ready-to-wear/moschino
8. https://www.elle.com/fashion/trend-reports/a36879890/jeremy-scott-moschino-karen-elson-movie-musical-interview/
9. https://www.elle.com/fashion/trend-reports/a34174697/jeremy-scotts-moschino-collection-puppets/
10. https://www.forbes.com/sites/karenhua/2016/12/02/designer-dolls-jeremy-scott-and-stella-maxwell-get-a-moschino-barbie/