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Italian fashion house

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Moschino (Italian pronunciation: [moˈskiːno]) is an Italian luxury fashion house founded in by Franco Moschino in Milan[2] known for over-the-top, campy designs.[3] The company specializes in ready-to-wear, handbags, and fashion accessories.[2] Moschino's creative director is Adrian Appiolaza.[4][5]

History

Founding and s

Franco Moschino was born on 27 February and raised in Abbiategrasso, Italy.[6] Moschino studied at Accademia di Belle in Milan from to , at the dismay of his father, who hoped Franco would continue his family's work in the iron industry. While a student, Franco freelanced designs and illustrations for magazines and fashion houses. Upon graduation, Franco worked as a design sketcher for Versace from to and designed for Italian fashion house Cadette until .[7] The following year, Franco created "Moschino Couture!",[8] owned by Moonshadow, its Milan-based holding company.[6] Franco gained a reputation for implementing innovative, colorful, and witty designs into his apparel,[7] such incorporating a Roy Lichtenstein pop art piece in a suit[9] and designing a t-shirt featuring a TV tuned to 'Channel No. 5" (sparking a lawsuit by Chanel due to the reference to its Chanel No. 5 perfume).[6]

By the late s, Moschino's popularity in Europe had begun to replicate in the United States, with US sales accounting for 15 to 20 percent of business.[6] By the s, Franco became known for his social awareness campaigns and his criticism of the fashion industry.[7] In , Franco expressed desire to develop an ecological line 'Nature Friendly Garment',[6] however Franco died later that year from HIV/AIDS-related causes.[10] In recent times, Moschino has made an effort to combat the HIV/AIDS epidemic through a partnership with Product Red and Nickelodeon, creating a Moschino x SpongeBob collection, bringing awareness to HIV/AIDS and fundraising by donating the collection's proceeds to Project Red.[11]

Rossella Jardini, '

After Franco's death in , his friend Rossella Jardini became the brand's creative director. Responsible for the brand's image and style, Jardini's whimsical designs fit in nicely with the brand's established eccentricity.[10] While Jardini was creative director, Moschino created outfits and accessories for artists Madonna[12] and Lady Gaga[13] for their world tours and created the opening ceremony outfits for the Winter Olympics.[14] In , Moschino opened its hotel concept, Maison Moschino.[15]

In , Moschino joined Aeffe S.p.A., an Italian group.[16]

With the F/W ' pre-collection, Moschino Jeans changed its name to Love Moschino.[17]

Jeremy Scott, '

In October , Jeremy Scott became Moschino's creative director, debuting his first collection in Fall .[19] Starting in under Scott's direction, Moschino Cheap and Chic was consolidated into a new women's line'"Boutique Moschino"'established to target a wider array of costumers, with a price-point about 40 percent lower than Moschino's mainline.[20]

In , Scott designed a smiley face themed outfit for Katy Perry's world tour[22] and in designed a black one-piece outfit with Swarovski crystals for Madonna's world tour.[21]

In April , Moschino announced a collaboration with H&M.[23] The following year, Moschino collaborated with EA Games for a Sims 4 collection. The collection featured clothing with pixelated illusions inspired by the computer game.[24]

With the Met Gala's theme Camp: Notes on Fashion, Katy Perry wore a gown that looked like a chandelier, created by Moschino, and Kacey Musgraves arrived appearing like a life-size Barbie, also by Moschino.[25]

In , Aeffe S.p.A. gained full control of Moschino, by acquiring the remaining 30 percent stake it did not originally own, at the price of 66.6 million euros ($78.51 million).[26][1]

In March , Scott announced his exit from the creative director position.[27]

Davide Renne,

In October , Aeffe announced Davide Renne as the new creative director of Moschino, overseeing the women's and men's lines and accessories. He joined Moschino after a 20-year career at Gucci.[28][29] He assumed the role on 1 November, but died from a suspected heart attack in Milan nine days later, at the age of 46.[28]

Adrian Appiolaza, 'present

In January , Adrian Appiolaza was appointed as the new creative director of Moschino.[30] Prior to his appointment, Appiolaza worked at Loewe for 10 years as womenswear design director under Jonathan Anderson.[30] Appiolaza is a graduate of Central Saint Martins and has also worked at Chloé, Alexander McQueen, and Miu Miu.[31]

Advertising

For its advertising campaigns, Moschino has been working with renowned photographers including Steven Klein (), Steven Meisel (, ),[32] Patrick Demarchelier ('),[33] Mario Testino () and Peter Lindbergh ().[34]

Controversy

In a lawsuit, New York-based graffiti artist Rime claimed the Moschino dress worn by Katy Perry at the Met Gala copied his work.[35] The case was settled in .[36]

In , Nordstrom responded to pressure from consumers and pulled Moschino's pill-themed merchandise from its shelves, amid allegations it trivialized the opioid epidemic.[37][38]

Philanthropy

For its fashion show in Milan in September , Moschino showed its solidarity with the Elton John AIDS Foundation, founded by Elton John, which works to help and support people affected by HIV.[39]

References

If you have ever mistaken your hairspray for deodorant, you may wish to make sure you have your reading glasses on when reaching for this particular perfume -for under the creative directorship of maverick muse Jeremy Scott, Moschino are fully embracing their celebration of low-to-high culture clashes'

FRESH is the latest offering from the too-cool-for-school fashion house, presented in a bottle that looks identical to many household cleaning products, it follows hot on the heels (literally) of Jeremy Scott-led fragrances contained in flacons shaped like training shoes (for Adidas Originals), and hidden within teddy bears (Moschino's TOY). Tongues firmly in cheeks has ever been the ethos of Moschino, and here they play on the dichotomy of a designer fragrance that looks at first glance (and perhaps second and third glances, too) like something you'd clean the shower with.

The top notes invoke the freshness factor with zesty mandarin and bergamot going to work on your nose, before a raspberry juiciness and rich ylang ylang accord kick in to make things a whole lot more interesting. It's wood all the way for the dry-down, but no fear of any furniture-polish flash-backs (that would be taking the fun a little too far!) being pleasingly sheerly chic instead of Mr Sheen.

We love Moschino's sense of humour -and the fact they use Linda Evangelista in the ad campaign (looking like the world's most glamorous cleaner who's somehow become trapped in a washing machine). A great gift idea, or something to keep on your desk at work and spritz with abandon to utterly horrify your un-knowing work colleagues'

Moschino FRESH from £37 for 30ml eau de toilette
At Selfridges

Written by Suzy Nightingale

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