Franco Moschino

Franco Moschino [ mosˈkiːno ] (born February 27, 1950 near Milan , † September 18, 1994 ) was an Italian fashion designer and founder of the fashion brand Moschino .

After studying at the art school, Moschino began his career in 1971 as a sketch artist and designer at Versace . In 1983 he founded his own company in Italy, Moonshadow SpA , and presented his fashion designs under the name Moschino .

Moschino saw himself less as a fashion designer and more as a painter or decorator . The avant-garde , always high-quality Moschino fashion was characterized by the fact that Franco Moschino self-ironically made fun of the fashion industry with his designs. The designer was considered the enfant terrible of Italian fashion.

Moschino wanted to convey a message with his fashion. In 1989, the window panes of the very lavishly decorated Moschino boutiques read “ Ceci n'est pas une boutique ” (English: “This is not a boutique”). In 1990, the call to stop the fashion industry system followed (“Stop the Fashion System!”), Which was found in advertising campaigns and embroidered or printed on tops. Moschino then stopped presenting its own designs during the Milan fashion shows for a few seasons . In the same year, the back of a high-priced women's jacket read in gold letters “Expensive Jacket” (German: “Expensive Jacket”). In 1991 the self-critical slogan “Fashion is full of chic” was launched as a parody of “fashion is full of shit” (German: “Fashion is full of shit”). Moschino advertisements featured pictures of baby seals threatened with slaughter.

Franco Moschino was the court jester who held up the mirror to the fashion system. Moschino's messages were directed against the establishment , against every trend following fashion victims , against capitalism and against the fashion system itself. Ironically, to his amazement, Moschino was all the more loved and celebrated by those the brand poked fun at to the point of malevolence. Moschino fashion had long since become a status symbol .

Since Franco Moschino's early death in 1994, due to his HIV infection, part of the company's profits have come from him in 1993 as Project Smile! The charitable foundation Fondazione Franco Moschino for HIV-infected children, which has been run by his brother Angelo Moschino since 1995. Moschino's unusual collections and his fashion label exist - until 2013 under the leadership of Franco Moschino's longtime assistant Rosella Jardini and since then under the creative direction of the US designer Jeremy Scott - to this day.

Web links

• Website of the Fondazione Moschino Foundation

Individual evidence

1. ^ Bernadine Morris: Review / Fashion; In Italy, Homey Touches Mix With Sheer Artistry. In: The Ney York Times. March 7, 1991. From NYTimes.com. Retrieved January 20, 2019.
2. ↑ Franco Moschino - "Stop the fashion system!"  ( Page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. , textilwirtschaft.de, October 21, 1993.