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Moschino

Coordinates:45°28′49″N9°12′12″E/ 45.48020°N 9.20328°E/45.48020; 9.20328
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Moschino S.p.A.
Company typeSubsidiary
IndustryFashion
Founded1983;41 years ago(1983)inMilan,Italy
FounderFranco Moschino
Headquarters
  • Via S. Gregorio, 28
  • 20124 Milan
  • Italy
  • 45°28′49″N9°12′12″E/ 45.48020°N 9.20328°E/45.48020; 9.20328
Number of locations
150+ boutiques
Area served
Worldwide
Key people
  • Stefano Secchi (CEO)
Products
  • Ready-to-wear
  • handbags
  • footwear
  • fashion accessories
  • fragrances
Brands
  • Moschino
  • Boutique Moschino
  • Love Moschino
RevenueIncrease€215.4 million (2020)[1]
ParentAeffe S.p.A.
Websitemoschino

Moschino(Italian pronunciation:[moˈskiːno]) is an Italianluxuryfashion housefounded in 1983 byFranco MoschinoinMilan[2]known for over-the-top,campydesigns.[3]The company specializes in ready-to-wear, handbags, and fashion accessories.[2] Moschino's creative director is Adrian Appiolaza.[4][5]

History[edit]

Founding and 1990s[edit]

Franco Moschino was born on 27 February 1950 and raised inAbbiategrasso,Italy.[6]Moschino studied atAccademia di Bellein Milan from 1968 to 1971, 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 forVersacefrom 1971 to 1977 and designed for Italian fashion house Cadette until 1982.[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 aRoy Lichtensteinpop artpiece in a suit[9]and designing a t-shirt featuring a TV tuned to “Channel No. 5" (sparking a lawsuit byChaneldue to the reference to itsChanel No. 5perfume).[6]

Front of Moschino suit featuring Roy Lichtenstein print
Back of Moschino suit featuring Roy Lichtenstein print
Suit featuringRoy Lichtenstein'sGood morning…darling!from Moschino Cheap and Chic SS91[9]

By the late 1980s, 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 1990s, Franco became known for his social awareness campaigns and his criticism of the fashion industry.[7]In 1994, Franco expressed desire to develop an ecological line “Nature Friendly Garment”,[6]however Franco died later that year fromHIV/AIDS-related causes.[10]In recent times, Moschino has made an effort to combat theHIV/AIDS epidemicthrough a partnership withProduct RedandNickelodeon,creating a Moschino xSpongeBobcollection, bringing awareness to HIV/AIDS and fundraising by donating the collection's proceeds to Project Red.[11]

Rossella Jardini, 1994–2013[edit]

After Franco's death in 1994, his friendRossella Jardinibecame 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 artistsMadonna[12]andLady Gaga[13]for their world tours and created the opening ceremony outfits for the2006 Winter Olympics.[14]In 2009, Moschino opened its hotel concept, Maison Moschino.[15]

In 1999, Moschino joined Aeffe S.p.A., an Italian group.[16]

With the F/W 2008–2009 pre-collection, Moschino Jeans changed its name to Love Moschino.[17]

Jeremy Scott, 2013–2023[edit]

McDonald's-inspired dress from Moschino Fall 2014
McDonald's-inspired dress from Moschino Fall 2014[18]

In October 2013,Jeremy Scottbecame Moschino's creative director, debuting his first collection in Fall 2014.[19]Starting in 2014 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]

Madonna wearing a Moschino black one-piece outfit with fringe and Swarovski crystals during her Rebel Heart Tour
Madonna in Moschino for herRebel Heart Tour[21]

In 2014, Scott designed a smiley face themed outfit forKaty Perry's world tour[22]and in 2015 designed a black one-piece outfit with Swarovski crystals for Madonna's world tour.[21]

In April 2018, Moschino announced a collaboration withH&M.[23]The following year, Moschino collaborated withEA Gamesfor aSims 4collection. The collection featured clothing with pixelated illusions inspired by the computer game.[24]

With the 2019Met Gala's themeCamp:Notes on Fashion, Katy Perry wore a gown that looked like a chandelier, created by Moschino, andKacey Musgravesarrived appearing like a life-sizeBarbie,also by Moschino.[25]

In 2021, 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 2023, Scott announced his exit from the creative director position.[27]

Davide Renne, 2023[edit]

In October 2023, Aeffe announcedDavide Renneas the new creative director of Moschino, overseeing the women's and men's lines and accessories. He joined Moschino after a 20-year career atGucci.[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, 2024–present[edit]

In January 2024, Adrian Appiolaza was appointed as the new creative director of Moschino.[30]Prior to his appointment, Appiolaza worked atLoewefor 10 years as womenswear design director underJonathan Anderson.[30]Appiolaza is a graduate ofCentral Saint Martinsand has also worked atChloé,Alexander McQueen,andMiu Miu.[31]

Controversy[edit]

In a 2015 lawsuit, New York-based graffiti artist Rime claimed the Moschino dress worn by Katy Perry at the2015 Met Galacopied his work.[32]The case was settled in 2016.[33]

In 2016,Nordstromresponded to pressure from consumers and pulled Moschino's pill-themed merchandise from its shelves, amid allegations it trivialized theopioid epidemic.[34][35]

Philanthropy[edit]

For its fashion show in Milan in September 2023, Moschino showed its solidarity with theElton John AIDS Foundation,founded byElton John,which works to help and support people affected by HIV.[36]

References[edit]

  1. ^abLuisa Zargani (28 July 2021),Aeffe Takes Full Control of MoschinoWomen's Wear Daily.
  2. ^abKaybeewrites (30 May 2022)."Fashion History: The history of Moschino".GLAMSQUAD MAGAZINE.Retrieved18 August2022.
  3. ^McCall, Tyler (24 February 2022)."Jeremy Scott Brings the House Down at Moschino".Fashionista.Retrieved25 August2022.
  4. ^"Moschino's new creative director is Adrian Appiolaza".The Spin Off. 30 January 2024.
  5. ^"Milan fashion house Moschino taps Adrian Appiolaza as its new creative director".The Independent. 30 January 2024.
  6. ^abcdeGlynis Costin and Sara Gay Forden (20 September 1994),Franco Moschino Dies in ItalyWomen's Wear Daily.
  7. ^abc"Obituary: Franco Moschino".The Independent.20 September 1994.Retrieved19 August2022.
  8. ^"How to Create an Iconic brand – Volume 11: Moschino".The Blonde Salad.4 September 2018.Retrieved19 August2022.
  9. ^abTalon, Kettj (2 May 2019)."Roy Lichtenstein: when Pop Art influences fashion".Nss Magazine.Retrieved19 August2022.
  10. ^ab"A fashionable life: Rosella Jardini".Harper's Bazaar
  11. ^Lockwood, Lisa (7 June 2017)."Nickelodeon, Moschino and (RED) Team Up for SpongeBob".WWD.Retrieved19 August2022.
  12. ^Bernstein, Jacob (5 August 2008)."Madonna's Costumes for Her Sticky and Sweet Tour".Women's Wear Daily.Retrieved4 October2017.
  13. ^Calvert, John (11 September 2012)."This Megalith Reality: Lady Gaga Live".The Quietus.Retrieved18 August2022.
  14. ^"Moschino Gets Gold Medal:Brand designs costumes for winter Olympics," Thursday, 19 January 2006.Fashion Week Daily"Fashion Week Daily - Dispatch - Moschino Gets Gold Medal".Archived fromthe originalon 6 May 2009.Retrieved17 October2007.
  15. ^"Head to Milan for Maison Moschino", 31 October 2008.Harper's Bazaar."| Harper's Bazaar".Archived fromthe originalon 5 May 2015.Retrieved24 July2009.
  16. ^Suzy Menkes(26 October 1999),Aeffe Buys MoschinoInternational Herald Tribune.
  17. ^"LOVE MOSCHINO".British Vogue.31 January 2008.Retrieved13 October2021.
  18. ^"Moschino Fall 2014 Ready-to-Wear Collection".Vogue.20 February 2014.Retrieved19 August2022.
  19. ^Zargani, Luisa (29 October 2013)."Moschino Names Jeremy Scott Creative Director".Women's Wear Daily.Retrieved29 October2013.
  20. ^"Moschino".MAM-E srls(in Italian). 14 November 2017.Retrieved18 August2022.
  21. ^abBranch, Kate (25 September 2015)."All the Amazing Details of Madonna's Amazing Designer Looks for Her Rebel Heart Tour".Glamour.Retrieved27 August2022.
  22. ^Muller, Marissa (30 April 2014)."Katy Perry Adds Moschino To Prismatic World Tour Wardrobe".MTV.Archived fromthe originalon 27 August 2022.Retrieved27 August2022.
  23. ^Lance, Jennifer."Moschino Is H&M's Newest Designer Collaboration".Glamour.Retrieved18 July2018.
  24. ^Masters, Johannah (12 April 2019)."Moschino taps 'The Sims' for Coachella's big fashion moment".New York Post.Retrieved12 April2019.
  25. ^"Photos from Moschino's Most Memorable Met Gala Looks".E! Online.13 September 2021.Retrieved25 August2022.
  26. ^Silvia Recchimuzzi (28 July 2021),Italy's Aeffe raises stake in Moschino to 100%Reuters.
  27. ^Zargani, Luisa (20 March 2023)."Jeremy Scott Is Exiting Moschino".WWD.Retrieved20 March2023.
  28. ^abPaton, Elizabeth (10 November 2023)."Davide Renne, Moschino Creative Director, Dead at 46".The New York Times.Retrieved10 November2023.
  29. ^Elisa Anzolin (16 October 2023),Moschino names former Gucci designer Renne creative directorReuters.
  30. ^ab"Adrian Appiolaza Is Named the New Creative Director of Moschino".Vogue.30 January 2024.Retrieved30 January2024.
  31. ^Zargani, Louisa."Moschino's New Creative Director Is Former Loewe Designer Adrian Appiolaza".Womenswear Daily.Fairchild Media.Retrieved30 January2024.
  32. ^David Shortell (10 August 2015),Fashion house Moschino accused of copying graffiti artist's workCNN.
  33. ^Rosemary Feitelberg (29 June 2016),Street Artist Rime Settles Lawsuit With Jeremy Scott but Not MoschinoWomen's Wear Daily.
  34. ^Phil Wahba (7 October 2016),Nordstrom Pulls Moschino Drug-Themed Clothing Line After ProtestsFortune.
  35. ^Kyle Munzenrieder (10 October 16),Nordstrom Pulls Moschino’s Pill-Themed Collection Amidst ControversyW.
  36. ^"Un t-shirt Moschino pour soutenir la Fondation Elton John Aids".Journal du Luxe.Retrieved21 September2023.
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