Moschino

Moschino [ Moski ː no] is one of Franco Moschino in 1983, launched Italian fashion brand of clothing, accessories and fragrances for men and women in the upper price segment.

Company History

Franco Moschino (1950-1994), who as a designer for Versace and from 1976 worked for the Italian fashion brand Cadette 1971, founded in 1983 his own clothing company, Moonshadow SpA, and opened on the Via Ceradini in Milan his own business where he ladies fashion among the label Moschino Couture! offered. His fancy ladies fashion presentations met with rave reviews of the trade press and customers, while the established Italian fashion houses regarded him with suspicion. Moschino's fashion was extremely colorful, cheeky, playful, eccentric, unconventional, even crazy and provocative. Moschino fashion shows were always spectacles or even happening, where the models appeared sometimes dressed as Tina Turner and Princess Margaret.

The men's collection Moschino Uomo was first presented in 1986. In 1987, the first women's perfume, Moschino, out. Opened in 1988, the Moschino boutique on the fashionable Via Sant'Andrea in Milan. In the same year, the fashionable second-line Moschino Cheap and Chic was launched for ladies, which despite its name ( ' cheap ' in English means ' cheap ') was only slightly cheaper than the high-priced main collection. In 1989, the medium -priced denim -based sportswear collection Moschino Jeans joined the portfolio. For Cheap and Chic it was from 1990 and the men's own boutiques division of this second line followed a year later. In 1993, a book on the 10 - year anniversary with the title Moschino - 10 years of Kaos issued at the same time there was after a long break again the Moschino fashion show. Also In 1993, Franco Moschino, the Project Smile! as an aid organization for HIV -infected children, which was summarized in 1995 with other projects in the Fondazione Franco Moschino. The chair of the foundation Angelo Moschino, Franco's brother held. 1994 Moschino presented a collection of eco-friendly materials called Ecouture. After Franco Moschino's death with only 44 years in 1994 took his long -time collaborator since 1981, Rosella Jardini, the creative direction of the brand Moschino Franco Moschino's sense.

Moschino 1999 was bought by the founded by Alberta Ferretti AEFFE SpA, an Italian textile manufacturer and fashion producer. To AEFFE also includes its own brands Alberta Ferretti and Pollini (2000 bought ) as well as licensed brands Jean Paul Gaultier (since 1994 ) Cacharel (since 2009) and Authier ( ski wear, since 2006). For the Moschino Life sportswear collection for which it was their own boutiques, the French stylist Vincent Darré was committed from 1999 to 2004. 2000 sold AEFFE 30% of Moschino 's shares in the Italian license - fashion manufacturer SINV SpA Moschino boutique was the end of 2002, among many other shop openings at this time, inaugurated in Berlin. 2006, the Italian team for the Olympic Winter Games in Turin by Moschino was fitted. In addition, the costumes for Kylie Minogue's ' Showgirl' tour 2005 and Madonna's ' Sticky & Sweet ' tour in 2008 by Moschino designed. Both singers had let on another occasion also costumes from the French ' enfant terrible ' of fashion, Jean -Paul Gaultier tailor.

In the following years numerous licenses for jewelry, eyewear, underwear, etc. were awarded. 2009, the sportswear collection Moschino Jeans, which is settled in price by about 30% under the Cheap and Chic line, renamed Love Moschino. As of 2009, an online shop was operated with all Moschino Moschino labels on the website. In mid-2010, designed by Moschino in cooperation with a hotel group Design Hotel Maison Moschino was opened in Milan. Sales of Moschino in 2006 was 126 million euros, 136 million euros in 2007, 2008, a turnover of 143 million euros, 116 million euros in 2009 there were 2010 and 125 million euros.

2013 joined the American designer Jeremy Scott will succeed Rosella Jardini, which adopted in 2014 a design job at Missoni.

Moschino style

Franco Moschino's fashion was influenced by Dadaism, Surrealism, Pop Art and Conceptual Art. He criticized the seriousness of the fashion business, also demanded that fashion should be fun and decorated his quality, always portable design there with - often ironic, parodic or satirical - Accessories such as grinding, Luv, plastic ornaments or everyday objects. His models he let occur in cowboy hats, Miss Piggy led before his bride model, its elegant gowns were decorated with plastic fried eggs or countless gilded needles, coat collars were lined with sewn teddy bears. The fashion house Chanel was wearing a T- shirt and it imprinted with the logo of a television channel No. 5 verballhornt ( a Chanel filed suit and won in court), the Calvin Klein brand took Moschino with a scarf and the inscription Moscalvin clino the mickey. Were happy by Moschino used symbols and the peace sign, the question mark, exclamation point, or variations of the Italian flag. Even animal pictures of cows, geese and mice adorned repeatedly Moschino fashion.

Collections

• Moschino - Main Collection for men and women in the top price segment
• Moschino Cheap and Chic - hochpreisge bridge line for ladies
• Love Moschino - sportswear collection in the upper mid price range for men and women (until 2009: Moschino Jeans)
• Moschino Teen - Kids collection for 6-14 year olds
• Moschino Kid - small children's collection for 1-6 year olds
• Moschino Baby - Baby Collection ( newborn to two years)

Former Collections

• Moschino Couture - main collection for women, formerly Moschino Donna, renamed Moschino
• Moschino Cheap and Chic Uomo - high-priced bridge line for men ( 1991 -? )
• Moschino Life - Stock collection in the sportswear sector (1999 -? )
• Moschino jeans - denim -based sportswear collection for men and women (1986-2009, renamed Love Moschino )

Fragrances

• Moschino (women, 1987)
• Moschino pour Homme ( Men, 1990)
• Moschino Uomo? ( Men, 1997)
• Moschino cheapandchic (women, 1996)
• Oh! de Moschino (women, 1996)
• L' Eau cheapandchic (women, 2001)
• Moschino Couture! (Women, 2003)
• Moschino Friends men ( Men, 2005)
• Moschino Glamour ( Women, 2008)
• And more

Trivia

The word ' Moschino ' in Italian means ' little fly, mosquito '.