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 criticisms of the fashion industry and for his social awareness campaigns in the early 1990s. After Moschino's untimely death, Rossella Jardini, his former assistant, became creative director. The brand has been part of the Aeffe fashion group since 1999. In 2006, Moschino designed the outfits for the opening ceremony of the 2006 Winter Olympics in Turin. Moschino also designed outfits for Kylie Minogue's 2005 Showgirl - The Greatest Hits Tour and Madonna's 2008 Sticky & Sweet Tour.
Moschino occupies an important position on the international fashion stage, complete with its own history, consistency and continuity. The Moschino, Moschino Cheap and Chic and Love Moschino, creations make their mark by expressing its creativity that makes irony and elegance its strength through the reinterpretation of the classics.
Starting with the F/W 08-09 pre-collection, the Moschino Jeans label changed its name to Love Moschino which better expresses its intrinsic nature.
Rossella Jardini has been Moschino’s Creative Director since 1994. Responsible for the brand image and style, Jardini fulfils 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.
Alessandro Varisco has been the Managing Director since April 2009.
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 10-year agreement provides for the opening of 40 stores (22 in the first 5 years of collaboration) and the exclusive distribution of Moschino brand clothing lines beginning with the S/S 2008 collection. Moschino SpA also announces its 5-year renewable agreement with Allison for the creation, development and worldwide distribution of the new Moschino Eyewear collection, and the signing of a 5-year agreement (renewable for another 5 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 company in the children’s clothing sector, announce 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, will be aimed at three age groups: Moschino Teen for ages 6 through 14; Moschino Kid for 12-18 months to 6 years; and Moschino Baby from 1-3 months to 2 years.
On the 25th February 2010 the hotel “Maison Moschino” inaugurated in Milan at Viale Monte Grappa 12. Situated in a neoclassical building that was once the city’s first railway station and is now at the heart of what is becoming the modern centre of 21st century Milan, Maison Moschino is the splendid result of a design project supervised by Rossella Jardini in cooperation with Jo Ann Tan. From April 1 to 30, 2010, the famous GUM department store in Moscow, whose long façade faces Red Square, will host “Inside Moschino,” a retrospective following the Italian brand through the years, from its foundation to the present day. A declared celebration of Moschino’s evolution from its beginnings until the S/S 2010 collection, told through its clothes and accessories, ad campaigns and boutique window displays.
The brand consists of several labels: Moschino (women's and men's main line), Moschino Cheap and Chic (women's secondary line, created in 1988), Love Moschino (women's and men's diffusion line, known as Moschino Jeans from 1986 to 2008), in order of exclusivity. In addition, accessories, jewelry, perfume and cosmetics, and even jet helmets are sold under the Moschino brand. In Milan, Moschino is to open its own concept hotel in 2009, "Maison Moschino".
Moschino SpA has managed the stylistic activities, coordinated the image and communication, supervised distribution and created the commercial strategies since 2000.
The Moschino, Moschino Cheap And Chic and Accessories collections are produced by Aeffe S.p.A. (70% owner) and the Love Moschino collection by SINV HOLDING S.p.A. (which holds the remaining 30%). The other product lines are managed by licensing agreements.
Distribution of sales by geographic area:
Italy 32% Rest of Europe 23% USA 6% Far East 11% Rest of the world 28%
The Moschino Stores
Moschino has a global retail network of mono-label stores and franchise stores, shop-ins-shop, corners and soft corners.
In February 2009 Moschino opened its virtual boutique where you can purchase clothes and accessories from the collections of Moschino, Moschino Uomo, Moschino CheapAndChic and Love Moschino Donna and Uomo, by connecting to the website www.moschino.com.
Over the last few years, mono-label boutiques have been opened in Europe (Rome, Capri, London, Paris and Berlin), New York in the United States, in Eastern Europe (Dnipropetrovsk and Kiev in the Ukraine), Moscow, Yekaterinburg and St. Petersburg in Russia, Almaty in Kazakhstan, Istanbul in Turkey, in the Middle East (Riyadh and Jeddah in Saudi Arabia, Doha in Qatar, Dubai, Kuwait and Bahrain), Mumbai and Bangalore in India and in the Far East (Hong Kong, Osaka, Singapore, Taipei and Kaoshiung, Kuala Lumpur, Shanghai, Seoul and Bundang in Korea and Beijing, Dalian, Hangzhou, Shenzen and Shenyang in China) to complement traditional distribution in multi-label stores.
In addition, many dedicated spaces, shops-in-shops and corners have been opened in the most prestigious department stores in the world such as Saks Fifth Avenue in the United States, Saks in Mexico City, Isetan, Takashimaya, Daimaru in Japan, Shinsegae, Lotte and Hyundai in Korea, Harvey Nichols, Harrods and House of Fraser in London, Printemps in Paris, Oberpollinger in Munich, El Corte Ingles in Madrid and La Rinascente and Coin in Milan.
- Moschino, women fragrance launched in 1987
- Pour Homme, men fragrance launched in 1990
- Cheap and Chic, women fragrance launched in 1995
- Oh! De Moschino, men fragrance launched in 1996
- Uomo?, men fragrance launched in 1998
- L'Eau Cheap and Chic, women fragrance launched in 2001
- Couture!, women fragrance launched in 2004
- I Love Love, women fragrance launched in 2005
- Hippy Fizz, women fragrance launched in 2006
- Friends Men, men fragrance launched in 2006
- Funny!, women fragrance launched in 2007
- Glamour, women fragrance launched in 2008
- ^ "Obituary: Franco Moschino", Wednesday, 21 September 1994. The Independent. 
- ^ "Having fun with Moschino: A designer takes a bow", Monday, October 27, 2008. The New York Times. 
- ^ "A fashionable life: Rosella Jardini". Harper's Bazaar. 
- ^ "A moment with Moschino", 28 October 2008. vogue.com. 
- ^ "Moschino Gets Gold Medal:Brand designs costumes for winter Olympics," Thursday, January 19, 2006. Fashion Week Daily 
- ^ "Kylie Minouge", March 21, 2005. Times Online UK. 
- ^ The Brandery, Catwalk, TV Fashion Runway Show
- ^ "Moschino motor helmets", Tuesday, 30 October 2007. fashionunited.com. 
- ^ "Head to Milan for Maison Moschino", 31 October 2008. Harper's Bazaar. 
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