Moschino

Summary

Moschino is a luxury fashion brand celebrated for its bold, playful, and unconventional designs that challenge traditional fashion norms. Founded by Franco Moschino in 1983, the brand is known for its witty and ironic take on high fashion, blending vibrant colors, eccentric prints, and pop culture references to create truly unique pieces. Moschino’s collections span clothing, accessories, fragrances, and footwear, all embodying a rebellious yet sophisticated aesthetic. The brand’s collaborations with artists and cultural icons further cement its position as a pioneer of creativity and individuality in the fashion world. With a growing focus on sustainability and ethical practices, Moschino continues to captivate a global audience, making a bold statement in luxury fashion.

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.

In early 2024, the Milan-based brand named Adrian Appiolaza its new creative director, overseeing the women’s, men’s and accessories collections and reporting to Massimo Ferretti, executive chairman of parent company Aeffe SpA. Per WWD, “Appiolaza brings to Moschino a decade of experience as women’s ready-to-wear design director at Loewe, working with creative director JW Anderson. He previously held the same role at Chloé with Clare Waight Keller. His first collection for Moschino will bow for the women’s fall season, to be unveiled on Feb. 22 at 6 p.m. CET at Museo della Permanente during Milan Fashion Week.”

Predictably, Moschino Fall 2024 was larger than life. Per W: “This was Moschino’s new creative director Adrian Appiolaza’s first collection. The designer’s résumé reads a bit like a greatest hits compilation—Alexander McQueen, Miguel Adrover, Miu Miu, Louis Vuitton, Chloé, and Loewe. And for this occasion, Appiolaza went back to the source as he dug deep into the archives of Franco Moschino, focusing especially on exploding and expanding silhouettes. That meant big sweaters, tailored suiting, enormous t-shirt dresses, and elongated slipdresses. Everyday staples of the wardrobe were pulled apart and dissected, turned on their head into wearable objects of fascination. The sweater dress and furry coat each got a maximal shape makeover. Appiolaza proved that when it comes to silhouettes, his version of Moschino says go big or go home.”

Mission Statement

Moschino’s mission is to disrupt the traditional norms of fashion by merging creativity, wit, and rebellion to produce designs that are as bold as they are unconventional. Established by Franco Moschino in 1983, the brand has always been committed to challenging the conventions of luxury fashion with its playful, ironic, and avant-garde aesthetic. Moschino strives to create pieces that evoke emotion, spark conversation, and reflect individuality, appealing to consumers who embrace eccentricity and originality. By combining high-quality craftsmanship with imaginative designs, the brand seeks to push boundaries while making luxury fashion accessible and fun.

Beyond its innovative designs, Moschino is also dedicated to using its platform to inspire positive change and self-expression. The brand’s collaborations with artists, cultural icons, and pop culture movements reflect its mission to blend art and fashion seamlessly. Additionally, Moschino is increasingly focusing on sustainability and ethical practices, ensuring that its creative vision aligns with the evolving values of its global audience. By staying true to its heritage of irreverence and creativity, Moschino continues to redefine the fashion landscape and resonate with consumers seeking boldness and authenticity in their style choices.

Vision

Moschino’s vision is rooted in a unique blend of creativity and playfulness, championed by its founder, Franco Moschino. His approach to fashion was revolutionary, integrating traditional elegance with a sense of playfulness. Franco Moschino believed that fashion should be both creative and grounded, offering a refreshing wave of novelty that pushes boundaries while maintaining a sense of accessibility. His vision emphasized the importance of “playing and having fun,” resulting in collections that are not only stylish and glamorous but also delightfully unconventional.

Today, luxury fashion brand Moschino continues to embody this vision by creating fashion that brings joy and confidence to its wearers. The brand’s designs are known for their bold, over-the-top aesthetic that transforms ordinary moments into extraordinary experiences. By blending high fashion with a playful spirit, Moschino aims to make its customers feel not only glamorous but also uniquely themselves. This commitment to joyful self-expression and standout style remains at the heart of Moschino’s enduring appeal and creative direction.

Key Team

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

Products and Services

Moschino offers a diverse range of products that embody its signature combination of high fashion and playful irreverence. For both men and women, the luxury fashion brand’s ready-to-wear collections feature bold, imaginative designs that push the boundaries of traditional fashion. These collections often include statement pieces characterized by vibrant colors, whimsical motifs, and unexpected details, allowing wearers to make a distinct impression. Alongside clothing, Moschino provides a variety of accessories, such as eye-catching handbags, quirky jewellery, and stylish scarves, designed to complement and elevate the brand’s fashion-forward aesthetic.

In addition to its apparel and accessories, Moschino’s product range extends to footwear and watches, offering both practical and stylish options that reflect the brand’s unique flair. Their footwear collection includes everything from standout sneakers to elegant heels, while their watch designs combine functionality with striking, often playful, details. Moschino’s fragrance line completes the brand experience with scents that capture the essence of their bold and glamorous style. Each product, whether it’s a piece of clothing, an accessory, or a fragrance, is crafted to evoke joy and confidence, staying true to Moschino’s vision of making fashion a fun and expressive experience.

Awards and Recognition

Moschino is an Italian luxury fashion house founded in 1983 by Franco Moschino in Milan. It is known worldwide for over-the-top, fun ready-to-wear, handbags and fashion accessories. Per WWD: ‘Massimo Ferretti, executive chairman of Moschino’s parent company Aeffe, is a reassuring presence, giving the designer free rein. “This is something that I’m enjoying very much. Of course, we have our meetings and we discuss things and obviously it’s important for the brand to move forward, which is something that is [top of mind],” Appiolaza said. His past design posts have given him the experience to know “when we shouldn’t go there, when it’s too much, and to just pull myself back and try to get into the reality track. It’s in my nature now.”’

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/