Moschino (fashion brand)
Moschino [ mosˈkiːno ] is an Italian fashion brand founded by Franco Moschino in 1983 with clothing , accessories and fragrances for women and men in the upper price segment.
Company history
Franco Moschino (1950–1994), who worked as a designer for Versace from 1971 and for the Italian fashion brand Cadette from 1976 , founded his own fashion company, Moonshadow SpA , in 1983 and opened his own shop on Via Ceradini in Milan , where he sold womenswear the label Moschino Couture! offered. His unusual women's fashion presentations received rave reviews from the trade press and customers, while the established Italian fashion houses viewed him with suspicion. Moschino's fashion was extremely colorful, cheeky, playful, unusual, unconventional, even crazy and provocative. Moschino fashion shows were always spectacles or even happenings , at which the models sometimes appeared dressed as Tina Turner or Princess Margaret .
The men's collection Moschino Uomo was first presented in 1986. In 1987, the first women's perfume, Moschino , came out. In 1988, a Moschino boutique opened on the elegant Via Sant'Andrea in Milan. In the same year the fashionable second line Moschino Cheap and Chic for women was launched, which despite its name ('cheap' means 'cheap' in English ) was only slightly cheaper than the high-priced main collection. In 1989 the mid- priced denim- based sportswear collection Moschino Jeans was added to the portfolio. For Cheap and Chic there were from 1990 own boutiques and the men's division of the second line followed a year later. In 1993, a book on the 10-year was jubilee entitled Moschino - 10 years of Kaos issued at the same time there was after a long break again a Moschino fashion show. In 1993, Franco Moschino also founded Project Smile! as an aid organization for HIV- infected children, which in 1995 was merged with other projects in the Fondazione Franco Moschino foundation . Angelo Moschino, Franco's brother, chairs the foundation. In 1994, Moschino presented a collection made of environmentally friendly materials called Ecouture . After Franco Moschino's death in 1994 at the age of only 44, his long-time employee, Rosella Jardini, took over the creative management of the Moschino brand in Franco Moschino's spirit since 1981 .
In 1999, Moschino was bought by AEFFE SpA , an Italian textile manufacturer and fashion producer, founded by Alberta Ferretti . AEFFE also owns its own brands Alberta Ferretti , Philosophy and Pollini (bought in 2000) and, under license, the brands Jean Paul Gaultier (since 1994), Cacharel (since 2009) and Authier (ski fashion, since 2006). The French stylist Vincent Darré was hired from 1999 to 2004 for the Moschino Life sportswear collection, which also had its own boutiques. In 2000, AEFFE sold 30% of the Moschino shares to the Italian licensed fashion manufacturer SINV SpA . At the end of 2002, along with many other shop openings during this period, a Moschino boutique was inaugurated in Berlin . In 2006, the Italian team for the Winter Olympics in Turin was equipped by Moschino. In addition, the costumes for Kylie Minogue 's 2005 'Showgirl' tour and Madonna's 'Sticky & Sweet' 2008 tour were designed by Moschino.
In the following years numerous licenses for jewelry , glasses , underwear, etc. were granted. In 2009 the sportswear collection Moschino Jeans , which is priced around 30% below the Cheap and Chic line, was renamed Love Moschino . From 2009 an online shop with all Moschino labels was operated on the Moschino website . The Maison Moschino design hotel in Milan, designed by Moschino in collaboration with a hotel group , opened in mid-2010 . The sales of Moschino in 2006 was 126 million euros, in 2007 at 136 million euros, in 2008, revenues resulted from 143 million euros, in 2009 there were 116 million euros in 2010 and 125 million euros.
In 2013, the American designer Jeremy Scott succeeded Rosella Jardini, who accepted a design contract with Missoni in 2014 . In 2015 the bridge line Cheap and Chic was renamed Boutique Moschino . At the end of 2015, in collaboration with Mattel , the company brought a light-skinned and a dark-skinned female Barbie doll in Moschino outfits onto the market. The dolls, offered for $ 150 dollars and limited to 700 pieces, sold out within an hour. In addition, Moschino designer Jeremy Scott created an eight-piece fashion collection in the style of Barbie outfits. A Barbie / Ken duo followed in 2016 , whose appearance was based on that of Jeremy Scott and model Stella Maxwell when they appeared at the 2015 MTV Video Music Awards .
In 2016, there were 19 Moschino stores worldwide (in Western Europe and South Korea) and 141 by license partners (in America, Eastern Europe, Russia, the Middle East and Asia). A Moschino flagship store was opened in Milan in 2016 on Via Sant'Andrea, where all collections are available.
Moschino style
Franco Moschino's fashion was influenced by Dadaism , Surrealism , Pop Art or Conceptual Art . He criticized the seriousness of the fashion business, at the same time demanded that fashion should be fun and therefore decorated his high-quality, always wearable designs with - often ironic , parodistic or satirical - accessories such as bows, hearts , plastic ornaments or everyday objects. He had his models appear in cowboy hats , Miss Piggy showed off his bridal model, his elegant evening dresses were decorated with plastic fried eggs or countless gold-plated sewing needles , and coat collars were lined with sewn-on teddy bears . The fashion house Chanel was presented with a T-shirt and a television with the lettering Channel No. 5 badly horned (Chanel filed a lawsuit and won in court), the brand Calvin Klein poked fun at Moschino with a scarf with the inscription Moscalvin Klino . Symbols often used by Moschino were and are the peace sign , the question mark , the exclamation mark and variations of the Italian flag . Animal pictures of cows , geese and mice also graced Moschino fashion again and again.
Collections
- Moschino (Couture!) - Catwalk collection for women (formerly Moschino Donna ) and men ( Moschino Uomo ) in the upper price segment, presented at the Milan Fashion Week
- Boutique Moschino (until 2015: Moschino Cheap and Chic ) - high-priced bridge line for women
- Love Moschino (until 2009: Moschino Jeans ) - youthful sportswear collection in the upper middle price segment for women and men
- Moschino Teen - children's collection for 6-14 year olds
- Moschino Kid - toddler collection for 1-6 year olds
- Moschino Baby - Baby Collection (Newborns to Two Years)
former collections
- Moschino Cheap and Chic Uomo - high-priced bridge line for men (1991 -?)
- Moschino Life - license collection in sportswear (1999 -?)
- Moschino Jeans - denim-based sportswear collection for women and men (1986–2009, renamed Love Moschino )
Scents
- Moschino (women, 1987)
- Moschino pour Homme (men, 1990)
- Moschino uomo? (Men, 1997)
- Moschino cheapandchic (women, 1996)
- Oh! de Moschino (women, 1996)
- L'Eau cheapandchic (women, 2001)
- Moschino Couture! (Women, 2003)
- Moschino Friends men (men, 2005)
- Moschino Glamor (women, 2008)
- Moschino Forever (Men, 2011)
- Toy (women, 2014) - bottle in the shape of a plush teddy bear
- Fresh Couture! (Damen, 2015) - Bottle in the form of a glass cleaner bottle
- and more
Trivia
The word 'Moschino' means 'little fly , mosquito ' in Italian .
Web links
- Official website of the Moschino brand
- Website of the Fondazione Moschino Foundation
- Website of the Moschino Hotel
Individual evidence
- ↑ Who is who: Moschino , vogue.de, October 27, 2003
- ↑ C ontemporary Fashion: Moschino, Franco , encyclopedia.com, 2002
- ↑ 10 years of chaos ( 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
- ↑ Franco Moschino is dead ( 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, September 22, 1994
- ↑ AEFFE Group: Statements and reports (2004-2010) ( Memento of the original from November 13, 2011 in the Internet Archive ) Info: The archive link has been inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , aeffe.com, Retrieved April 25, 2011
- ↑ Moschino: Jeremy Scott is Head of Design ( Memento of the original from October 30, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , textilwirtschaft.de, October 29, 2013
- ↑ Moschino Barbie Sells Out In Under an Hour wwd.com, November 9, 2015
- ↑ STYLE; Hail and Farewell , nytimes.com, Nov. 6, 1994
