Moschino is an Italian luxury fashion house known for its playful and whimsical aesthetic. The brand was founded in 1983 by Franco Moschino and is currently under the creative direction of Jeremy Scott. Moschino is renowned for its quirky prints, bold colors, and humorously reworked classics that appeal to young, fashion-forward clients.
6. Irrelevant designer of the Fashion
Industry,Franco was born in
Abbiatergranso,Lombardy,Italy.Moschino
was interested in fine art and aspired to
be a painter. In 1983,was his grand entry
when he He founded his own company,
Moon shadow,and launched the
Moschino Couture! He later expanded
his brand to different lines that had his
touch of quirkiness.He was a master of
innovation and unusualness. Moschino
made the most with the simplest possible
ways. Mocking could be considered as
his hobby.“There is no freedom without
chaos – he said – the Moschino concept
consists in leaving the total freedom of
choice for those who wish to dress”
“I know I don’t fit, I never have done. I
know the only reason I’m rich and famous
today is because the fashion system
wanted me to be odd.It was a devastation
for the Fashion industry with his sudden
death in 1994, and with his death there
was no designer born like hi ever again.
FRANCO
MOSCHINO
moschinoHISTORY
6
16. Rosella Jardini the yang to the yin at
Moschino.Rosella assisted Franco during
the early days of the brand and helped
build a monstrous reputation.In 1994 she
took over as the creative director after
Franco’s death. In January 2014 she took
up a new role as consultant for Missoni.
She was more inclined towards beauty of
the design than being frivolous.She likes
design for the research and hard work.She
like making a statement with her out of
the world design patterns. “I want people
to notice the person wearing my clothing
and think they look beautiful first. It is not
as important that someone recognises it’s
a Moschino design, at least that way they
wwcan wear it for more than just one
season.”
rossella
jardini
I am someone with many
crafts, many activities, and
good taste
16
moschino
26. He is the creative director of the fashion
house Moschino and the sole owner of
his namesake label. “Pop culture’s most
irreverent designer” and “fashion’s last
rebel”. He tries to convey joy in the clothes
he designs He was always sketching outfits
or rehabilitating thrift-store clothes in his
early teens. Scott is proud of his obstinacy,
which has taken him far. “I’m not going
anywhere,” he said. “People don’t want
quiet fashion from me. They want the
whole nine yards.” He’ll give them that and
more.
jeremy
Scott
All he’ve done is
super Eye catching
26
moschino
40. Cheap & Chic is a women’s
secondary line, which was created
in 1988. Alessandro Varisco, chief
executive officer of the brand,
believes that Jeremy Scott has
“improved the brand perception”
and has targeted a younger
consumer. Varisco believed that
the Cheap & Chic brand had
become dated, and was looking
for a change. Moschino’s Cheap
& Chic Label Has Now Been
Renamed As Boutique Moschino
cheap
and chic
40
moschino
50. Love Moschino is a playful, vibrant
and chic line designed for women,
men and kids. Born in 2008,
Love Moschino has the creative,
intelligent, ironic personality of
Moschino brand and all the values
of love and feeling. A universal,
positive, univocal and worldwide
understandable words with Pop
art prints.
love
MOSCHINO
made with love
50
moschino
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tincidunt, ac vehicula ex facilisis.
Sed tellus sem, tempus at libero
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MOSCHINO
uomo
Lorem ipsum dolor sit amet.
62
moschino
74. ICONIC TEDDY BEAR
moschino
74
Moschino is considered a fashion
icon for their imaginative, whimsical,
charismatic personality that is
reflected in their designs. “Nobody
does playful, quirky, humorous, and
feminine better than Moschino.
They put humor into fashion, but
at a high-quality level. Moschino is
applauded for remaining original to
his roots and not being pressured
into designing the typical trend and
this has been consistent among all
the three creative directors.
82. Moschino’s ironic and sarcastic
collections also had an artistic and
painting feel, which was inspired
from Franco’s early passion for
painting. Franco was a true nature
lover and believed in no animal
cruelty and hence used faux fur and
leather. They are master mind being
wittiness and hence used cardboard
and bin liners as an inspiration of
their materials. They could use
cheap materials and still make them
look their classy best.
MATERIALS
creative , out of the box
MOSCHINO
82
S/S 94
90. 90
Moschino is a brand that has a
grand ability
to show some humor in serious
tailoring. It has a set of Dramatic
and Frivolous designs. The
Silhouette can range from classy
gowns to street style jackets to
tailor fit suits. Moschino is also
known for its outlandish irregular
silhouette
SILHOUETTE
MOSCHINO
98. With Moschino being expressive
and opinionated, they fit into the
contemporary world and so does
their prints. Techno, funky lifestyle
is implemented in their prints
keeping the elegant feminine
touch of florals stripes and polka
dots. Typography and animal prints
have remained consistent over
the decades and hence gives us an
impression of them being one of
the brand’s favorite.
PRINTS
98
MOSCHINO
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efficitur ligula. Mauris feugiat
enim ut venenatis consequat.
In commodo sapien id aliquam
sodales. Nulla facilisi. Ut rhoncus
lorem sed sapien elementum
varius. Nullam vestibulum ipsum
eget nisi tincidunt, ac vehicula ex
facilisis. Sed tellus sem, tempus at
libero non, elementum vulputate
diam.
moschino
106
brand
positioning
112. Moschino accessories are brilliantly
bold. They celebrate craft and
artistry of Italy. They add a perky
touch to every accessory made.
Moschino accessory becomes a
fashion statement in itself. The
brand is known to showcase the
loudest accessories with the
simplest of designs in clothing.
Moschino never shies away from
expressing itself even when it
comes put humors or ironic.
accessories
The Moschino Spring
//Summer 2017 collection
moschino
112
118. A grande bellezza is here. The house
of Moschino, which is now under
the creative directorship of Jeremy
Scott, has for the first time translated
some of its most recognizable
products into furniture. The capsule
collection, for which Moschino is
partnering with furniture company
Gufram, is timed to coincide with
the upcoming Milan design week.
It’s a natural fit for the two Italian
brands, both of which specialize in
pop iconography.
furniture
enlargement style
moschino
118
121. products
The capsule collection, created with
famed Italian furniture house Gufram,
will be dubbed the “Moschino Kisses
Gufram” collection.The collection will
include four pieces of furniture, all ref-
erencing iconic Moschino pieces from
Scott’s ready-to-wear collection with
the brand. Moschino’s biker jacket
purse from several seasons ago will be
translated into a cabinet, while a pair of
big red lips, a design that has been seen
throughout countless Moschino collec-
tions, will be turned into a sofa. A pair
of black Moschino-branded pumps has
been transformed into a bookshelf and
an ottoman.
124. The hotel is located in the ancient neoclassical
station of Viale Monte Grappa 12 which was
opened in 1840 for the MIlan -Monza section.
The external facades have been faithfull restored
to the original,while the interior has been fully
interprested according to the Moschino style.
moschino
124
128. Miu Miu is the most unrestrained
portrayal of Miuccia Prada’s
creativity. Intentionally far from
traditional aesthetic imagery, the
brand conveys the essence of
an emancipated and conscious
woman. Miu Miu’s strength
fluctuates between naïf spirit
and iridescent subversion and it
illustrates the most rebellious and
seductive core of contemporary
femininity.
miu miu
MIU miu spring 2017
moschino
128
131. MIU MIU is an italian high fashion
women’s clothing and accessory brand.
Moschino faces a great threat from this
brand because of it’s similarity in trendy
accessories and similarity in style.
competitors
132. MARC JACOBS is an American
brand that has it’s own unique style
of hedonistic approach. Moschino
faces competition in street style
clothing line in this brand. Also
they have an approach where
their clothes are trendy.
marc jacobs
marc jacobs spring 2018
moschino
132
136. Westwood was the designer
who often let her clothes speak
for themselves, as independent
designs and as her own
statements of culture. This idea
that she uses her clothing as a
statement of her own is a motif
consistent throughout her time
as a designer. Although this is
also a factor as to why she was
ridiculed as a designer, it was such
a strong proclamation to his and
her designs that she remained this
way within her collections.
vivienne
westwood
independent designing
moschino
136
142. influencial
142
MOSCHINO
Moschino is a luxury
brands that appeals to
celebrities. Moschino with
their outlandish designs
cater to the expectations
of elite customers. Celeb’s
reach out to Moschino to
fulfill their quirkiest needs.
145. customers
It is a brand with pop culture. Its
clientele is between the age of 21-
33 years. Moschino motivates their
clients to retain their style and
individuality. They have expanded
their brand with kids line and now
has this age group as their customers.
It is a luxury brand that attracts
individuals with a medium to high
income. Its accessories are within an
affordable range.
clientele
149. Moschino has collaborated with
many iconic brands and has
increased its market value and
customers. Moschino has it’s
own style of adding the brands
indentity with that of their own.
collaboration
