Moschino

History

Founding and 1990s

Franco Moschino was born on 27 February 1950 and raised in Abbiategrasso, Italy. Moschino studied at Accademia di Belle Arti 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 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. Franco gained a reputation for implementing innovative, colorful, and witty designs into his apparel, such incorporating a Roy Lichtenstein pop art piece in a suit and designing a t-shirt featuring a TV tuned to “Channel No. 5" (sparking a lawsuit by Chanel due to the reference to its Chanel No. 5 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-related causes. In recent times, Moschino has made an effort to combat the HIV/AIDS epidemic through a partnership with Product Red and Nickelodeon, 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 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 and Lady Gaga for their world tours and created the opening ceremony outfits for the 2006 Winter Olympics. In 2009, Moschino opened its hotel concept, Maison Moschino.

In 1999, Moschino joined Aeffe S.p.A., an Italian luxury group.

With the F/W 2008–2009 pre-collection, Moschino Jeans changed its name to Love Moschino.

Jeremy Scott, 2013–2023

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 customers, with a price-point about 40 percent lower than Moschino's mainline.

In 2014, Scott designed a smiley face themed outfit for Katy Perry'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 for a Sims 4 collection. The collection featured clothing with pixelated illusions inspired by the computer game.

With the 2019 Met Gala's theme Camp: Notes on Fashion, Katy Perry wore a gown that looked like a chandelier, created by Moschino, and Kacey Musgraves arrived appearing like a life-size Barbie, 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).

In March 2023, Scott announced his exit from the creative director position.

Davide Renne, 2023

In October 2023, Aeffe announced Davide Renne as the new creative director of Moschino, overseeing the women's and men's lines and accessories. He joined Moschino after a 20-year career at Gucci. He assumed the role on 1 November, but died from a suspected heart attack in Milan nine days later, at the age of 46.

Adrian Appiolaza, 2024–present

In January 2024, Adrian Appiolaza was appointed as the new creative director of Moschino. Prior to his appointment, Appiolaza worked at Loewe for 10 years as womenswear design director under Jonathan Anderson. Appiolaza is a graduate of Central Saint Martins and has also worked at Chloé, Alexander McQueen, and Miu Miu.

Advertising

For its advertising campaigns, Moschino has been working with renowned photographers including Steven Klein (1990), Steven Meisel (1999, 2014), Patrick Demarchelier (2001–2002), Mario Testino (2003) and Peter Lindbergh (2007).

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 responded to pressure from consumers and pulled Moschino's pill-themed merchandise from its shelves, amid allegations it trivialized the opioid epidemic.

References

References

1. Luisa Zargani (28 July 2021), [https://wwd.com/business-news/mergers-acquisitions/aeffe-takes-full-control-moschino-1234889904/ Aeffe Takes Full Control of Moschino] {{Webarchive. link. (2 August 2021 ''[[Women's Wear Daily]]''.)
2. McCall, Tyler. (24 February 2022). "Jeremy Scott Brings the House Down at Moschino".
3. Kaybeewrites. (30 May 2022). "Fashion History: The history of Moschino".
4. (January 30, 2024). "Moschino's new creative director is Adrian Appiolaza". The Spin Off.
5. (January 30, 2024). "Milan fashion house Moschino taps Adrian Appiolaza as its new creative director". The Independent.
6. (4 September 2018). "How to Create an Iconic brand – Volume 11: Moschino".
7. Glynis Costin and Sara Gay Forden (20 September 1994), [https://wwd.com/fashion-news/fashion-features/franco-moschino-dies-in-italy-1168298/ Franco Moschino Dies in Italy] {{Webarchive. link. (2 August 2021 ''[[Women's Wear Daily]]''.)
8. Talon, Kettj. (2 May 2019). "Roy Lichtenstein: when Pop Art influences fashion".
9. (20 September 1994). "Obituary: Franco Moschino".
10. ""A fashionable life: Rosella Jardini". ''Harper's Bazaar''".
11. Lockwood, Lisa. (7 June 2017). "Nickelodeon, Moschino and (RED) Team Up for SpongeBob".
12. Bernstein, Jacob. (5 August 2008). "Madonna's Costumes for Her Sticky and Sweet Tour". Women's Wear Daily.
13. Calvert, John. (11 September 2012). "This Megalith Reality: Lady Gaga Live".
14. "Fashion Week Daily - Dispatch - Moschino Gets Gold Medal".
15. "| Harper's Bazaar".
16. [[Suzy Menkes]] (26 October 1999), [https://www.nytimes.com/1999/10/26/style/IHT-aeffe-buys-moschino.html Aeffe Buys Moschino] {{Webarchive. link. (2 August 2021 ''[[International Herald Tribune]]''.)
17. (31 January 2008). "LOVE MOSCHINO".
18. (20 February 2014). "Moschino Fall 2014 Ready-to-Wear Collection".
19. Zargani, Luisa. (29 October 2013). "Moschino Names Jeremy Scott Creative Director". Women's Wear Daily.
20. (14 November 2017). "Moschino".
21. Branch, Kate. (25 September 2015). "All the Amazing Details of Madonna's Amazing Designer Looks for Her Rebel Heart Tour".
22. Muller, Marissa. (30 April 2014). "Katy Perry Adds Moschino To Prismatic World Tour Wardrobe".
23. Lance, Jennifer. "Moschino Is H&M's Newest Designer Collaboration". Glamour.
24. (12 April 2019). "Moschino taps 'The Sims' for Coachella's big fashion moment".
25. (13 September 2021). "Photos from Moschino's Most Memorable Met Gala Looks".
26. Silvia Recchimuzzi (28 July 2021), [https://www.reuters.com/article/us-moschino-m-a-aeffe-idUSKBN2EY23N Italy's Aeffe raises stake in Moschino to 100%] {{Webarchive. link. (2 August 2021 ''[[Reuters]]''.)
27. Zargani, Luisa. (20 March 2023). "Jeremy Scott Is Exiting Moschino".
28. Paton, Elizabeth. (10 November 2023). "Davide Renne, Moschino Creative Director, Dead at 46". [[The New York Times]].
29. Elisa Anzolin (16 October 2023), [https://www.reuters.com/business/retail-consumer/moschino-names-former-gucci-designer-renne-creative-director-2023-10-16/ Moschino names former Gucci designer Renne creative director] {{Webarchive. link. (16 October 2023 ''[[Reuters]]''.)
30. (2024-01-30). "Adrian Appiolaza Is Named the New Creative Director of Moschino".
31. "Moschino’s New Creative Director Is Former Loewe Designer Adrian Appiolaza". Fairchild Media.
32. Cynthia Martens (4 June 2014), [https://wwd.com/fashion-news/fashion-scoops/funny-face-7709980/ Linda Evangelista and Steven Meisel Sign On for Moschino Campaign] {{Webarchive. link. (23 July 2024  ''[[Women's Wear Daily]]'')
33. Luisa Zargani (20 July 2001), [https://wwd.com/feature/article-1185830-1720788/ Fall Ads, Italian Style] ''[[Women's Wear Daily]]''
34. Amy Wicks (2 November 2007), [https://wwd.com/feature/photographers-ad-game-478012-2050184/ Photographers’ Ad Game] ''[[Women's Wear Daily]]''.
35. David Shortell (10 August 2015), [https://edition.cnn.com/2015/08/09/us/moschino-lawsuit/index.html Fashion house Moschino accused of copying graffiti artist's work] {{Webarchive. link. (17 August 2021 ''[[CNN]]''.)
36. Rosemary Feitelberg (29 June 2016), [https://wwd.com/fashion-news/designer-luxury/street-artist-rime-jeremy-scott-moschino-copyright-lawsuit-settlement-10476118/ Street Artist Rime Settles Lawsuit With Jeremy Scott but Not Moschino] {{Webarchive. link. (17 August 2021 ''[[Women's Wear Daily]]''.)
37. Phil Wahba (7 October 2016), [https://fortune.com/2016/10/07/nordstrom-moschino-drug/ Nordstrom Pulls Moschino Drug-Themed Clothing Line After Protests] {{Webarchive. link. (17 August 2021  ''[[Fortune (magazine)). Fortune]]''.
38. Kyle Munzenrieder (10 October 16), [https://www.wmagazine.com/story/nordstrom-pulls-moschinos-pill-themed-collection-amidst-controversy Nordstrom Pulls Moschino’s Pill-Themed Collection Amidst Controversy] ''[[W (magazine). W]]''.