Moschino

Founding and 1990s

The brand was originally created in 1983 by the late Franco Moschino (1950–1994). Moschino and his fashion label became famous for his innovative, colorful – sometimes eccentric – designs, for his love of fairies, for his criticisms of the fashion industry and for his social awareness campaigns in the early 1990s.^[1][2] After Moschino's death, Rossella Jardini, his former assistant, became creative director.^[3][4] The brand has been part of the Aeffe fashion group since 1999.

Moschino today

Rossella Jardini was Moschino’s Creative Director from 1994 to October 2013.^[5] Responsible for the brand image and style, Jardini fulfilled the role of “creative witness”, keeping the stylistic and philosophical approach alive following the death of Franco Moschino (on 18 September 1994), with whom she collaborated from 1981. In October 2013, Jeremy Scott became Moschino's creative director, showing his first Moschino collection in Fall 2014.^[5]

In 2006, Moschino designed the outfits for the opening ceremony of the 2006 Winter Olympics in Turin.^[6] Moschino also designed outfits for Kylie Minogue's 2005 Showgirl - The Greatest Hits Tour,^[7] sunglasses for Madonna's 2008 Sticky & Sweet Tour^[8][9] and six outfits for Lady Gaga for her The Born This Way Ball in 2011-2012.

Starting with the F/W 2008-2009 pre-collection, the Moschino Jeans label changed its name to Love Moschino.

The owner of the Moschino labels is Moschino SpA, the company which was acquired by Aeffe SpA (producer of Moschino since 1983) and Sportswear International SpA (SINV HOLDING S.p.A. since 2006) in 1999. Moschino SpA carries out its brand management, licensing agreement activities, communication and coordination of the commercial policies autonomously. In 2007, Moschino SpA signed an exclusive agreement with con Scienward International Holdings Limited for the franchising and distribution of its products in the People’s Republic of China (excluding Hong Kong and Macau). The ten-year agreement provides for the opening of forty stores (22 in the first five years of collaboration) and the exclusive distribution of Moschino brand clothing lines beginning with the S/S 2008 collection. Moschino SpA also announced its five-year renewable agreement with Allison for the creation, development and worldwide distribution of the new Moschino Eyewear collection, and the signing of a five-year agreement (renewable for another five years) with the Binda Group for the manufacture and marketing of watches and for the very first time of the jewellery collection licensed with the Moschino CheapAndChic brand. The new collection of Moschino Helmets was presented to the world for the first time in November 2007, during the EICMA show. These helmets were the result of a collaboration between Max Safety Fashion helmet manufacturers and the Moschino fashion brand.

In October 2008, Moschino SpA and Altana SpA, leading companies in the children’s clothing sector, announced the signing of an agreement for the creation, development and world distribution, for five years renewable, of the Moschino boys’ and girls’ collections. The collections, whose creative aspect remains at Moschino, were aimed at three age groups: Moschino Teen for ages six through fourteen; Moschino Kid for twelve–eighteen months to six years; and Moschino Baby from one–three months to two years.

In July 2011, the company collection was presented at the catwalk of The Brandery fashion show in Barcelona.^[10]

In February 2014, WWD announced that Angela Missoni hired Rossella Jardini, who is the former creative director of Moschino, as a consultant, ""to exchange ideas" on her fashion collections".^[11] Angela Missoni will continue to be creative director of Missoni.^[11]