Moschino

The History of Italian Fashion

Identity

The Maison was founded by Franco Moschino in 1983, and from that moment starts an expansion that gives the sense of what the 80s were for the history of Italian fashion.

Franco Moschino was born in Abbiategrasso in 1950 and entered the Academy of Fine Arts in Milan at only 17.

Cultivating the dream of becoming a painter.

His passion for fashion happened by chance: he started working as a freelance illustrator for important magazines, including Gianni Versace.

He started working as a freelance illustrator for important magazines, including Gianni Versace.

From that moment his vision of fashion changed profoundly. His collections were a tool for reflecting society with irony.

In fact, every detail on his shows had a precise meaning even if his clothes were so colorful, exaggerated, extravagant.

After these years, he changed her mind. The designer's philosophy was to make fashion affordable for everyone; he had to create masterpieces being sure that everyone can enjoy it.

His sacrifices and his ideals concretely took life in 1988 when the fashion house launched a new brand Cheap and Chic Donna and Cheap and Chic Uomo.

A revolutionary clothing line in every way, especially in the price.

The collection was cheap and affordable for anyone who could appreciate his style and his way of doing fashion.

Between 1989 and 1990 he opened the first boutiques in Italy, in Milan.

In 1994 Franco Moschino died and Rossella Jardini succeed him as creative director.

In 1999 many changes happened.

The company was acquired by Aeffe who decided to open boutiques all over the world as first commitment.

Over the years the Moschino style remained unchanged.

Even after Rossella Jardini gave her position to the young, and talented designer Jeremy Scott, the collections always respected the stylistic tradition that Franco Moschino had imposed.

Polka dots and stripes, the Harlequin print and fruit, the heart and the symbol of peace, the matelassé bags and the golden circle earrings are just some of the icons of this company.

The designer's interest in the lifestyle of the people remained at the center of the company's mission.

Which continues to express a philosophy where fashion is a means of celebrating values and joie de vivre.