MOSCHINO

In 1983, illustrator Franco Moschino, who had previously worked for Versace, founded the Moschino brand, yet he never considered himself a designer. With its lively and provocative style, Moschino quickly gained great success. The secret of his success, as well as the hallmark of Moschino collections, lies in the ability to reinterpret traditional tailoring in a pop style. Moschino quickly became popular among young people, and his creativity was often compared to that of Jean-Paul Gaultier, another famous designer. Parallel to the first Moschino Couture line, in 1985 Moschino introduced a second line; Cheap & Chic, a more affordable line dedicated to both women and men. Shortly after, the first boutiques were opened in Milan and London, utilizing unconventional communication that mocked traditional fashion communication mechanisms. In 1991, along with launching environmental campaigns, Moschino also decided to stop showcasing clothes on the runway. Upon the premature death of Franco Moschino in 1994, the company's leadership passed to his main collaborator, Rossella Jardini, who led the brand and the creative direction of Moschino until 2013. In February 2014, Moschino presented the first collection signed by Jeremy Scott, who embraced the brand's provocative spirit with enthusiasm. Inspired by the iconography of some American brands, Scott used their colors and shapes, transforming them into provocative and impactful symbols. Moschino often uses very bright colors, symbols, writings, and reinterpreted icons from the Eighties and Nineties. The Moschino lines with Scott's imprint feature more sporty clothes that reflect the designer's past collaboration with the renowned brand Adidas.