Moschino

Abi Buller

Designer Biography

DOI: 10.5040/9781474260428-FPA437

The Italian luxury brand Moschino is globally recognized for having a playful and eccentric approach to fashion design. Garments are created with a rebellious outlook, and the clothing is as charismatic as it is experimental. The company specializes in ready-to-wear fashion as well as accessories, luggage, and perfume; the brand is well loved for fearless color combinations and its surprising visual style. In unlikely collaborations for a luxury fashion house, Moschino became involved with the Barbie doll and was the reason for a resurgence in her popularity; the logos and products of fast-food brand McDonald’s have popped up on fashion garments and accessories.

The company was launched in 1983 by Franco Moschino, whose creative vision inspired an innovative approach that would last for decades to come. Following the designer’s death in 1994, his assistant Rosella Jardini was appointed as creative director and held the post until 2013. As part of the Aeffe fashion group since 1999, the brand’s multifaceted approach has resulted in several labels, including mainline Moschino, Moschino Cheap and Chic, and Love Moschino (previously known as Moschino Jeans). The Cheap and Chic range was created as a more accessible diffusion line that would allow a wider demographic of people to engage with the brand.

After Jardini’s departure, Jeremy Scott became Moschino’s creative director. Scott’s satirical and humorous approach to fashion has put Moschino back in the spotlight. A visual style that integrates pop culture and iconography from brands including Coca Cola and Looney Toons has achieved a mass following on social media through popular lines such as oversized phone cases. This playful approach has attracted celebrities including Rita Ora and Miley Cyrus as brand ambassadors. Franco Moschino’s rebellious attitude was established in the brand’s early years through slogans such as ‘‘Good Taste Doesn’t Exist,’’ and Scott certainly wanted to retain this spirit (Jardini’s approach had been much more reserved than the extravagance of earlier collections). Scott’s eponymous label has abided by a similar “More is more” aesthetic, and his nostalgic taste for streetwear has ensured that Moschino has become an Internet sensation, attracting influencers to act as new ambassadors for the brand. Marketing campaigns have included the models Stella Tennant, Karen Elson, and Linda Evangelista. The brand’s development often responds to Internet trends and a continued desire to offer garments with a shock factor achieved through the unexpected use of recognizable logos.

Moschino, spring/summer 1997. Source: Niall McInerney, Photographer © Bloomsbury Publishing Plc

References and Further Reading

Jeremy Scott.” Business of Fashion, n.d. https://www.businessoffashion.com/community/people/jeremy-scott

Marriott Hannah. “Fast-Food Fashion: Moschino Accused of ‘Glorifying’ McDonald’s Logo.” The Observer, 13 July 2014.

Moschino.” Business of Fashion, n.d. https://www.businessoffashion.com/community/companies/moschino

Pike Naomi. “Why Is Everyone So Crazy About Moschino?Vogue (UK) online, 24 September 2015. http://www.vogue.co.uk/gallery/moschino-a-fashion-history-jeremy-scott