The legendary Italian brand Moschino (Moskino) is known for its unique style, which can be arbitrarily called classico con twist – “classic with fun.” The brand was founded in 1983 by the talented and witty designer Franco Moskino, who received for his extraordinary deeds the nicknames “The Great troublemaker”, “antihero of fashion” and “clown haute couture” from those who did not like him.
Franco Moschino, who was born in 1950 in the suburbs of Milan, dreamed of becoming an artist since childhood, so he entered the Milan Academy of Fine Arts. He liked to draw models of clothes, so already in his student years he worked as an illustrator in various fashion magazines. The works of the young artist liked Gianni Versace (Versace), who invited him to his Fashion House. At Versace, Franco worked as a designer for 11 years, comprehending all the intricacies of the profession. In 1983, Franco Moskino decided to create his own brand of clothing.
Moskino fashion show
Brand Moschino (Moskino) – photo: spring-summer 2012 collection
In his work, he adhered to the principles that glorified his brand and ranked him prestigious. These principles are:
beauty combined with quality, durability and wear resistance;
playfulness and irony;
the creation of clothing to make any woman beautiful, regardless of her age, height and weight.
Moschino brand development
Franco Moskino believed that there is no bad or good taste – there are simply talented and mediocre things. His creations were distinguished by the eccentricity of ideas combined with subtle irony. Classic and elegant items could be complemented by humorous inscriptions, surreal buttons, heart-shaped pockets, pompons and bows, purses and hats made of teddy bears, etc. However, all these “cool” elements wonderfully fit into the composition of the product, creating harmony and unique charm.
In 1985, two collections of the brand saw the light – Cheap and Chic (Cheap and Chic) and Moschino Jeans, which brought him fame. Moskino was convinced that beautiful – does not mean rich: he liked street fashion, and not the stiff world of “Couture”. As if as a mockery, he created a jacket, on the back of which there was an inscription: “Dear jacket”, and on a T-shirt with a print in the form of spots – “Soiled with black caviar”! Such inscriptions are not uncommon today, especially in resort towns where there is beach fashion: they carry information about the owner in a playful way. Then it was new, unusual, and for someone – even indecent.
However, the undeniable beauty and quality of Moschino brand products, combined with unusualness, which rejected routine and boredom, did their job – it became popular among all segments of the population, regardless of age. Under this brand, women’s, men’s and children’s clothes, shoes, bags, accessories, perfumes, watches, all products are of excellent quality.
Moschino brand (Moskino) – photo: 2011 collection items and a stylish bag
The success of the brand would not have been possible without the participation of Rossella Jardini, the companion and beloved wife of Franco. After the death of Franco Moskino, she headed the Fashion House, becoming its creative director. She managed to preserve the unique, unusual style inherent in the Moschino brand: the collections are recognizable, easily guessed against the background of other brands, as if they were created by the founder himself.
In the 90s, the brand’s perfumery and cosmetic line was created. TheCheapandChicbyMoschino perfume bottle was accompanied by a humorous instruction for use: “One bottle of perfume, a pinch of charm, a touch of inaccessibility, a fistful of madness, laughter and love to taste … Put a fragrance on your neck, wrist, décolleté, tip of your nose, then walk with a cold look around you are interested in men, as if not noticing him. We advise you to bring the man to a boil slowly. But if you have little time, you can speed up the process with the help of provocative looks and fleeting phrases. Do not spray CheapandChic near excessively hot bodies! It’s not safe! Moschino is not responsible for improper use of the fragrance. ” This instruction is absolutely in the spirit of a designer who wanted to make the fashion world fun: fashion models at his shows could go “back to front”, and viewers could throw tomatoes at models that they did not like.
Moskino brand today
Brand models are sold in 80 branded boutiques and in 3,500 departments of multi-brand stores in various cities of the world: this brand is still loved! The brand’s new collections are, as always, great! The summer of 2011, according to Moschino, should have been polka dots, a small cage and a large strip, and chic cowboy hats are a must! And in the fall of 2011 and in the winter of 2012 it is urgent to try on military uniforms and caps: very beautiful!