Moschino was founded in 1983 by Franco Moschino. The brand rapidly became famous for its innovative, colourful and sometimes eccentric design. Franco Moschino was also famous for his criticism of the fashion industry and his early awareness of social campaigns which date back to the early 1990’s.
In 2006 Moschino designed the outfits for the opening ceremony of the 2006 Winter Olympics. Also Moschino has designed outfits for Kylie Minogue 2005 The Greatest Hits Tour, Madonna’s 2008 Sticky and Sweet Tour and six of the outfits for Lady Gaga on her Bour This Way Ball.
France Moschino began by designing casual-wear and jeans but eventually the line expanded to lingerie, evening wear shoes and perfumes. 2013 was a turning point for Moschino as the American designer Jeremy Scott was appointed the creative director.
For those who don’t know of Jeremy Scott he trained in the US at one of the top design schools in New York, once he graduated he relocated in Paris where he landed a role as the face of the Paris club scene. Scott is well known for being a master at dressing the pop elite. His first collection as creative director aired at Milan Fashion week in February 2014, it was a controversial range that earned him both backlash and praise. Scott recognised the importance in branding, so he took probably the most famous logo in the world and used it all over his collection. The brand then made headlines for ‘fast food’ themed fashion and received criticism from the health conscious and McDonalds workers who felt he was taking the mickey out of their uniform.
Yet again this season will not disappoint. As new stockists of Moschino opening the first delivery was very exciting and seeing what our buying team had picked for the season. It includes prints and bold colours that can be described as outlandish.
Who is a Moschino man? This can be anyone really who doesn’t take themselves too seriously, someone who enjoys art and fashion and those who are part of the new generation of the fashion obsessed.