Moschino
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Moschino () is an Italian
luxury Luxury may refer to: * Luxury goods, an economic good or service for which demand increases more than proportionally as income rises *Luxury tax, tax on products not considered essential, such as expensive cars **Luxury tax (sports), surcharge pu ...
fashion house Fashion design is the Art (skill), art of applying design, aesthetics, clothing construction and natural beauty to clothing and its Fashion accessory, accessories. It is influenced by culture and different trends, and has varied over time and plac ...
founded in 1983 by
Franco Moschino Franco Moschino (27 February 1950 – 18 September 1994) was an Italian fashion designer best known as the founder of the Italian fashion house Moschino. Early years He was born in Abbiategrasso, Lombardy, located c. 22 km from Milan. ...
in
Milan Milan ( , , Lombard: ; it, Milano ) is a city in northern Italy, capital of Lombardy, and the second-most populous city proper in Italy after Rome. The city proper has a population of about 1.4 million, while its metropolitan city h ...
known for over-the-top,
campy Camp is an aesthetic style and sensibility that regards something as appealing because of its bad taste and ironic value. Camp aesthetics disrupt many of modernism's notions of what art is and what can be classified as high art by inverting ae ...
designs. The company specializes in ready-to-wear, handbags, and fashion accessories.


History


Founding and 1990s

Franco Moschino was born February 27, 1950, and raised in
Abbiategrasso Abbiategrasso, formerly written Abbiate Grasso. (local lmo, Biegrass ; lmo, label= Milanese, Biaa ), is a ''comune'' and town in the Metropolitan City of Milan, Lombardy, northern Italy, situated in the Po valley approximately from Milan and ...
, Italy. Moschino studied at ''Accademia di Belle'' in Milan from 1968 to 1971, at the dismay of his father, who hoped Franco would continue his family's work in the iron industry. While a student, Franco freelanced designs and illustrations for magazines and fashion houses. Upon graduation, Franco worked as a design sketcher for
Versace Gianni Versace S.r.l. (), usually referred to as Versace ( ), is an Italian luxury fashion company founded by Gianni Versace in 1978 known for flashy prints and bright colors. The company produces Italian-made ready-to-wear and accessories, as w ...
from 1971 to 1977 and designed for Italian fashion house Cadette until 1982. The following year, Franco created "Moschino Couture!", owned by Moonshadow, its Milan-based holding company.Glynis Costin and Sara Gay Forden (September 20, 1994)
Franco Moschino Dies in Italy
''
Women's Wear Daily ''Women's Wear Daily'' (also known as ''WWD'') is a fashion-industry trade journal often referred to as the "Bible of fashion". Horyn, Cathy"Breaking Fashion News With a Provocative Edge" ''The New York Times''. (August 20, 1999). It provides inf ...
''.
Franco gained a reputation for implementing innovative, colorful, and witty designs into his apparel, such incorporating a
Roy Lichtenstein Roy Fox Lichtenstein (; October 27, 1923 – September 29, 1997) was an American pop artist. During the 1960s, along with Andy Warhol, Jasper Johns, and James Rosenquist among others, he became a leading figure in the new art movement. Hi ...
pop art piece in a suit and designing a t-shirt featuring a TV tuned to “Channel No. 5" (sparking a lawsuit by
Chanel Chanel ( , ) is a French high-end luxury fashion house founded in 1910 by Coco Chanel in Paris. Chanel specializes in women's ready-to-wear, luxury goods, and accessories and licenses its name and branding to Luxottica for eyewear. Chanel is ...
due to the reference to its
Chanel No. 5 Chanel No. 5 was the first perfume launched by French couturier Gabrielle "Coco" Chanel in 1921. The scent formula for the fragrance was compounded by French-Russian chemist and perfumer Ernest Beaux. The design of its bottle has been an impo ...
perfume). By the late 1980s, Moschino's popularity in Europe had begun to replicate in the United States, with US sales accounting for 15 to 20 percent of business. By the 1990s, Franco became known for his social awareness campaigns and his criticism of the fashion industry. In 1994, Franco expressed desire to develop an ecological line “Nature Friendly Garment”, however Franco died later that year from
HIV/AIDS Human immunodeficiency virus infection and acquired immunodeficiency syndrome (HIV/AIDS) is a spectrum of conditions caused by infection with the human immunodeficiency virus (HIV), a retrovirus. Following initial infection an individual ...
-related causes."A fashionable life: Rosella Jardini". ''Harper's Bazaar''
/ref> In recent times, Moschino has made an effort to combat the HIV/AIDS epidemic through a partnership with
Product Red Product Red, stylized as (PRODUCT) or (PRODUCT)RED, is a licensed brand by the company Red, stylized as (RED), that seeks to engage the private sector in raising awareness and funds to help eliminate HIV/AIDS in eight African countries, namely E ...
and
Nickelodeon Nickelodeon (often shortened to Nick) is an American pay television television channel, channel which launched on April 1, 1979, as the first cable channel for children. It is run by Paramount Global through its List of assets owned by Param ...
, creating a Moschino x SpongeBob collection, bringing awareness to HIV/AIDS and fundraising by donating the collection's proceeds to Project Red.


Rossella Jardini, 1994–2013

After Franco's death in 1994, his friend
Rossella Jardini Rossella Jardini (born 1952 in Bergamo), is an Italian fashion designer and businessperson who from 1994 to 2013 worked as Creative Director for Moschino following the death of Franco Moschino. In January 2014 she took up a new role as consultant ...
became the brand's creative director. Responsible for the brand's image and style, Jardini's whimsical designs fit in nicely with the brand's established eccentricity. While Jardini was creative director, Moschino created outfits and accessories for artists
Madonna Madonna Louise Ciccone (; ; born August 16, 1958) is an American singer-songwriter and actress. Widely dubbed the " Queen of Pop", Madonna has been noted for her continual reinvention and versatility in music production, songwriting, a ...
and
Lady Gaga Stefani Joanne Angelina Germanotta ( ; born March 28, 1986), known professionally as Lady Gaga, is an American singer, songwriter, and actress. She is known for her image reinventions and musical versatility. Gaga began performing as a teenag ...
for their world tours and created the opening ceremony outfits for the
2006 Winter Olympics The 2006 Winter Olympics, officially the XX Olympic Winter Games ( it, XX Giochi olimpici invernali) and also known as Torino 2006, were a winter multi-sport event held from 10 to 26 February 2006 in Turin, Italy. This marked the second t ...
. In 2009, Moschino opened its hotel concept, Maison Moschino. In 1999, Moschino joined Aeffe S.p.A., an Italian group. With the F/W 2008–2009 pre-collection, Moschino Jeans changed its name to Love Moschino.


Jeremy Scott, 2013–present

In October 2013, Jeremy Scott became Moschino's creative director, debuting his first collection in Fall 2014. Starting in 2014 under Scott's direction, Moschino Cheap and Chic was consolidated into a new women's line—"Boutique Moschino"—established to target a wider array of costumers, with a price-point about 40 percent lower than Moschino's mainline. In 2014, Jeremy Scott designed a smiley face themed outfit for
Katy Perry Katheryn Elizabeth Hudson (born October 25, 1984), known professionally as Katy Perry, is an American singer, songwriter, and television personality. Known for her influence on modern pop music and her Camp (style), campy style, she has been ...
's world tour and in 2015 designed a black one-piece outfit with Swarovski crystals for Madonna's world tour. In April 2018, Moschino announced a collaboration with H&M. The following year, Moschino collaborated with
EA Games Electronic Arts Inc. (EA) is an American video game company headquartered in Redwood City, California. Founded in May 1982 by Apple employee Trip Hawkins, the company was a pioneer of the early home computer game industry and promoted the ...
for a ''
Sims 4 ''The Sims 4'' is a social simulation game developed by Maxis and published by Electronic Arts. It is the fourth major title in ''The Sims'' series, and is the sequel to '' The Sims 3'' (2009). The game was released in North America on Septe ...
'' collection. The collection featured clothing with pixelated illusions inspired by the computer game. With the 2019
Met Gala The Met Gala, or Met Ball, formally called the Costume Institute Gala or the Costume Institute Benefit, is an annual fundraising gala held for the benefit of the Metropolitan Museum of Art's Costume Institute in New York City. It is popularly ...
's theme
Camp Camp may refer to: Outdoor accommodation and recreation * Campsite or campground, a recreational outdoor sleeping and eating site * a temporary settlement for nomads * Camp, a term used in New England, Northern Ontario and New Brunswick to descri ...
: Notes on Fashion, Katy Perry wore a gown that looked like a chandelier, created by Moschino, and
Kacey Musgraves Kacey Lee Musgraves (born August 21, 1988) is an American country singer. She has won six Grammy Awards, seven Country Music Association Awards, and three Academy of Country Music Awards. Musgraves self-released three solo albums and one as Texa ...
arrived appearing like a life-size
Barbie Barbie is a fashion doll manufactured by American toy company Mattel, Inc. and launched on March 9, 1959. American businesswoman Ruth Handler is credited with the creation of the doll using a German doll called Bild Lilli as her inspiration. ...
, also by Moschino. In 2021, Aeffe S.p.A. gained full control of Moschino, by acquiring the remaining 30 percent stake it did not originally own, at the price of 66.6 million euros ($78.51 million).Luisa Zargani (July 28, 2021)
Aeffe Takes Full Control of Moschino
''
Women's Wear Daily ''Women's Wear Daily'' (also known as ''WWD'') is a fashion-industry trade journal often referred to as the "Bible of fashion". Horyn, Cathy"Breaking Fashion News With a Provocative Edge" ''The New York Times''. (August 20, 1999). It provides inf ...
''.


Controversy

In a 2015 lawsuit, New York-based graffiti artist Rime claimed the Moschino dress worn by Katy Perry at the 2015 Met Gala copied his work. The case was settled in 2016. In 2016,
Nordstrom Nordstrom, Inc. () is an American luxury department store chain headquartered in Seattle, Washington, and founded by John W. Nordstrom and Carl F. Wallin in 1901. The original Wallin & Nordstrom store operated exclusively as a shoe store, a ...
responded to pressure from consumers and pulled Moschino's pill-themed merchandise from its shelves, amid allegations it trivialized the
opioid epidemic The opioid epidemic, also referred to as the opioid crisis, is the rapid increase in the overuse, misuse/abuse, and overdose deaths attributed either in part or in whole to the class of drugs opiates/opioids since the 1990s. It includes the sign ...
.


In popular culture

*
Lil' Kim Kimberly Denise Jones (born July 11, 1974), Those giving 1974 include: * * * * * better known by her stage name Lil' Kim, is an American rapper and reality television personality. Born and raised in Brooklyn, New York City, she lived much of he ...
's 1996 song "
Queen Bitch "Queen Bitch" is a song by English singer-songwriter David Bowie. It was originally released on his 1971 album ''Hunky Dory'' before appearing as the B-side of the single "Rebel Rebel" in the United Kingdom in early 1974. The song was inspired by ...
" refers to Moschino: "I used to wear Moschino, but every bitch got it/Now I rock colorful minks because my pockets stay knotted." * The Notorious B.I.G's 1997 song " Hypnotize": "All Philly hoes, dough and Moschino (c'mon)." *The 2003
Amy Winehouse Amy Jade Winehouse (14 September 1983 – 23 July 2011) was an English singer and songwriter. She was known for her deep, expressive contralto vocals and her eclectic mix of musical genres, including soul, rhythm and blues and jazz. A membe ...
song "
Take the Box "Take the Box" is a song by English singer and songwriter Amy Winehouse from her debut studio album ''Frank'' (2003). Released as the album's second single on 12 January 2004, it was the highest-charting single from ''Frank'', peaking at number ...
" references the brand with "The Moschino bra you bought me last Christmas/Put it in the box, put it in the box." * Redlight’s 2014 song “
9TS (90s Baby) Hugh Pescod, better known as Redlight, is a British DJ, record producer, remixer and composer from Bristol. Biography Redlight was brought up around 90's warehouse rave culture in Bristol. His music and career has spanned over a decade, havi ...
” name-drops Moschino: “Biggie Smalls, Versace shades/Moschino jeans and Alizé/ODB, Brooklyn Zoo/DJ Randall on the ones and twos/90s baby/Are you a 90s baby?” *In the
Iain Banks Iain Banks (16 February 1954 – 9 June 2013) was a Scottish author, writing mainstream fiction as Iain Banks and science fiction as Iain M. Banks, adding the initial of his adopted middle name Menzies (). After the success of ''The Wasp Factor ...
novel '' The Business'' (1999), main character Kate Telman refers to her "Moschino skirt and jacket".


References

{{Portal bar, Fashion, Italy, Companies Clothing brands of Italy Perfume houses High fashion brands Watch manufacturing companies of Italy Luxury brands Clothing companies established in 1983 Italian companies established in 1983 Companies based in Milan