An all-Italian story
Celebrating 35 years of history, the fashion house was founded by Franco Moschino in 1983. Moschino presented his first women’s collection that year, officially launching the Made in Italy revolution in the history of fashion.
“I copy and desecrate the styles of others, I say what’s happening, and try to understand people’s motivations”, these words of Moschino perfectly summarize his vision of fashion as a tool to think about society with irony. His colourful, exaggerated and extravagant garments reflect typically 80s taste, yet every detail on the Moschino catwalks was carefully selected to convey a precise meaning. Franco Moschino loved starting from classics like suits and reinvent them with irony, then adding exaggerated, opulent accessories made of materials that are anything but precious, like businessmen’s ties used to make skirts. Back in the day, being fashionable for Moschino meant being aware of the evil that can be done to nature. Nature is better than couture. In 1989 Moschino began bringing faux furs on the catwalk, inaugurating what will become a habit for other big brands.
In 1994 Franco Moschino died prematurely at the age of 44, but Moschino’s interest in fashion and its ethics remained at the core of the brand from then on. American designer Jeremy Scott was artistic director at Moschino since October 2013 and since then has relaunched Moschino with a style that doesn’t follow fashion but invents it. Scott’s main aesthetic references are the same as Moschino’s – the symbols of consumer culture, such as the McDonald’s logo in the first collection made by Moschino; the Mickey Mouse ears; or the red Marlboro box turned into a bag with a warning sign: Fashion kills.