Moschino - Moschino biography Born: Abbiategrasso, Italy, 1950 , Died: Brianza, Italy 1994 - Designer Biography MoschinoFranco Moschino studied fine arts
attending the Accademia delle Belle Arti in Milan in 1967. With the hope of becoming a painter, Moschino worked as a freelance fashion illustrator to finance
his studies. Falling in love with fashion, Moschino’s interests and plans shifted from paint to fabric.
Starting out his career, Moschino worked as an illustrator for Gianni Versace. In 1969 he began to design for Cadette, an Italian company. This followed with
Moschino opening his own label in 1983 naming it Moonshadow. This quickly led to the launch of Moschino Couture! The first women’s fragrance was launched in
1987. In1988 Moschino launched a less expensive line, Cheap and Chic. Two years later the first male fragrance was launched.Moschino started to make a name
for himself as a ‘self styled court jester’. He began to send models down the runway with appliqué play on words on the clothing. ‘Fashion is Full of Chic’, ‘Ready
to Where?’ and ‘Bull Chic’ were all featured on his clothing, mocking classic fashion.
Franco Moschino died on September 18th 1994 from a heart attack. His former assistant, Rossella Jardini, took over as creative director.Moschino was known
to create luxurious, wearable clothes that are covered with humour. His satirical style created fresh new designs that made fun out of his fellow designers.
Under Jardini’s direction, the company has moved away from its ironic attitude. The company was bought by the Aeffe fashion group in 1999. Since then the
Moschino brand has designed outfits for Kylie Minogue’s 2005 Showgirl Tour, the 2006 Winter Olympics opening ceremony and Madonna’s 2008 Sticky & Sweet
Tour.With clients including Zara Phillips and Gwyneth Paltrow, Moschino now offers male and female clothing, childrenswear, accessories, footwear, fragrances,
cosmetics and jewellery.
In October 2013 Jeremy Scott was named creative director replacing Jardini. He presented his first collection at the Autumn Winter 2014 Milan Fashion Week.
Moschino; The Style Merger - Named after its founder Franco Moschino, Moschino has become one of the big players of the apparel industry. It started its journey
in 1983 in Milan as an Italian fashion house. Today Moschino is one of the biggest luxury fashion brands in the world. Now if it’s Italian it’s definitely commercializing
leather accessories, shoes luggage and fragrances. The Moschino luxury brand bloomed under Franco and also after his death, by the creative director Rosella Jardini.
The parent company or the producer of Moschino is Moschino S.P.A which was then acquired by Aeffe S.P.A. They were completely responsible and in control of the
brand management, licensing agreement activities, communications and coordination of the commercial policies of Moschino.
Let’s Talk Labels:Moschino is currently sailing under the creative direction of Jeremy Scott. The brand Moschino holds various labels under it meant for different
age group and different social strata.In order of exclusivity and taste, MOSCHINO ( women’s and men’s main line ), BOUTIQUE MOSCHINO CHEAP AND CHIC
( women’s secondary line, created in 1988), followed by LOVE MOSCHINO (diffusion of men and women’s line). In addition to clothes and shoes, accessories, jewelry,
watches, perfumes, cosmetics are also a part of their runway.Wooing The Who’s Who-This top ranking Italian fashion brand is very famous for its vibrant designs and
colors amongst various western Pop icons. Moschino has made a permanent place in the likes of celebrities like Miley Cyrus, Katy Perry, Winnie Harlow, Lady Gaga etc.
Moschino collaborated with H&M in 2018 to sell luxury to everyone with affordable prices.
Moschino always pursued fashion as an alignment with the tribe you are a part of. Its way beyond clothes and things those are put on the body.“Fashion is more of an
expansive vision of the choices and decisions we make”, quoted Jeremy Scott, the people’s designer. Moschino as a brand is in sync with what artists would call a futuristic
vision of pop culture. In one word Moschino is FUN. Under the creatives of Scott Moschino is identified as clothes with emojis, bringing urban and street community into
fashion community or even a bridge between childhood and adulthood. Moschino was actually the first brand that created fun and vibrancy with adidas apparel by adding
wings on the side of sneakers, crazy colors, teddy bears and flowers.“Moschino over the years have defined themselves as a magnet for bold girls to make a statement.
It’s not for fashion wallflowers” says Eva Chen, editor- in- chief of Lucky magazine. The design aesthetic is so striking with bright prints and outrageous color which is
sometimes almost the opposite of fashion that people have proclaimed is black and chic.
Jeremy in a sense was very similar to the founder Franco in terms of creative perception and vision. Both of them aren’t well accepted by visionaries for their sense
in fashion as they are all about their irreverence and tongue- in- cheek humor. Like Jeremy Franco always focused on the most bizarre objects and concept to turn into
fashion. In an interview Franco mentioned his immense love for fairies and that’s where he drew inspiration for the first collection of Moschino. The senior designer of
Moschino in the middle of fashion shows once said,“ I have to rush to Milan for the fashion show and I don’t even speak Italian, but I speak Moschino”. In the end it’s all
about turning fashion on its head and playing with the brand perception. You can bet that this mesmerizing Italian fashion brand has managed to that with elan.
12
Sign up for newsletter