Think of Moschino as the rogue little sister of the big Italian fashion houses.
Of the classic fashion houses to come out of Italy, Moschino is one of the youngest as it was founded in 1983. This company is not the old school, traditional fashion house that caters to high end luxury products. While it is a house of high taste, more than that it’s a fashion house that’s focused on being young and fresh. There is an edge and a nowness to this bold and edgy company, one that’s drawn the praise of modern superstars like Rita Ora and Miley Cyrus.
Eccentric by Design
A hallmark of Moschino’s designs from the start have been its eccentric and colorful designs.
Founder Franco Moschino never shied away from controversy. At times he would label the people who bought his products as “fashion victims”. Clad in extreme clothing and huge hats, he would sometimes be carried around on a litter by scantily clad, muscled men for high fashion events. His high ideals of fashion were self reflective, and through that awareness they became synonymous with the 1980’s. Franco was the first ambassador for his brand, creating his own press through his wild and biting statements about the fashion industry.
Moschino died at the age of 44 in 1994. At that time his personal assistant, Rosella Jardnini took over the business. During the Jardnini years, the brand became less abrasive and played it far safer. When Jeremy Scott took the helm in 2013, he guided Moschino back to a more eclectic and wild phase.
Scott has brought in what is essentially a renaissance for the Moschino brand. It’s moved back towards a bright and vibrant design mix, which has smartly spread to nostalgic figures in eighties culture that are now intertwined with the brand’s products. It has reinterpreted the logos of mega businesses like Barbie, Coke, and McDonald’s on the runway, weaving together criticism and reverence. It’s also partnered with Looney Tunes for a line of high end clothing.
Partnerships that Pay
Smart, strategic partnerships have helped Moschino to become a much wider reaching brand than it could have ever done otherwise. These include promotional ties with Kris Jenner, Linda Evangelista, and Karen Elson. There has been a massive push for Moschino to stay relevant by pairing itself with incredible partners.
Playing on nostalgia has been a big part of the Moschino strategy in recent years, paired with a savvines that understands the importance of platforms like Tumblr and Instagram. It’s also partnered with the video game the Sims to create a fashion line in pixelated form inside the game.
Moschino became part of the Aeffe fashion group in 1999.
Legendary designer Gianni Versace was a powerful push behind Franco Moschino’s decision to go into high fashion. Starting with casual clothing and jeans, Franco eventually expanded his line to lingerie, shoes, perfumes, handbags, and eveningwear. It always came with a bold flavor that pushed through the clutter of the rest of high fashion.
With one hundred and fifty stores worldwide, Moschino is nowhere close to being the largest fashion house in the world, but it is one that has been expanding dramatically in the last decade. Look for more innovation and inspiration to come out of this funky fashion house.