Since the 1980s, Moschino has been known as a label that dares to break new ground in fashion. The luxury label for ready-to-wear clothing is characterized by a high recognition value, which is commented on by fashion lovers all over the world.
Evolution Over the years, Moschino developed a distinctive design language that included dot and fruit prints, symbols such as hearts and peace signs, as well as gold jewelry and quilted leather bags. The label quickly became a star on the Italian and international fashion scene, presenting its collection with catwalk shows and fashion shoots in major fashion magazines.
Origins Moschino was founded in Italy in 1983 by Franco Moschino. Originally, Moschino was interested in taking the path of fine art painting. After working as an illustrator for Italian fashion house Versace, the Istituto Marangoni alumni launched his eponymous label, dedicating his love of color and prints to fashion. Moschino soon became known for interpreting classic designs from other renowned houses and infusing the designs with confidence and a touch of daring. Over time, Moschino has added various lines to its brand, such as Moschino Cheap & Chic, a second, more affordable line for women that experiments even more with positivity and playfulness in fashion. In 2013 the brand was taken over by designer Jeremy Scott. Under Scott’s direction, Moschino takes a theatrical and slightly tongue-in-cheek approach to fashion. Among other things, the label brought out perfumes in flacons that resembled cleaning agent bottles. Scott has also created Marie Antoinette-inspired collections, launched a collaboration with Barbie and incorporated references to iconic logos like McDonalds into his designs. A collection with The Sims 4, in which the models used 2D effects on the clothes to look like the characters from the video game, also caused a stir.
Moschino continues to push the boundaries of conventional fashion, and increasingly presents fashion shows inspired by Camp. Appreciations of artistic movement or personalities are often included, as well as pop culture phenomena and the Moschino legacy itself.
