The UK is currently undergoing a fashion revolution with more people than ever shopping for designer brands, owing in part to reality TV shows , digital influencers and aspirational celebrity endorsements. Throughout all of this, fashion designers are struggling to stay relevant and in ‘Vogue’. One brand, however, has not struggled to stay popular. I am talking about Moschino, a label that is as culturally relevant and revered as it was when the label debuted in 1983. Designed by Franco Moschino, the Italian brand is renowned for its outrageous designs which has been worn by celebrity icons like Miley Cyrus, whose avante-garde approach to fashion runs in a similar vein to Moschino’s kitsch aesthetic. Franco’s surrealist ideas and designs were noticed by Gianni Versace and the encouragement helped launch ‘Moschino Couture’ in 1983. The founding principles of the collection were progressive and bold, drawing upon the liberalism of the 70’s where women should wear ‘what they want’ and not as society dictated ‘they should’.
Following the success of his first show, Moschino designed Moschino Cheap and Chic and also launched Moschino Jeans (which is now referred to as Love Moschino). The final design by Franco Moschino would be the Ecouture collection in 1994, made with environmentally friendly materials.
Unfortunately, Franco passed away in 1994 and his business was taken over by Rossella Jardini, a close friend and collaborator. She launched boutiques across the world and helped build the brand, before it was then taken over by Jeremy Scott.
Throughout its history, Moschino has been about the excess and bold. It is not afraid to stand out from the crowd and push boundaries to get noticed. Moschino’s early collections featured cow print, question marks and other satirical combinations, while modern Moschino has used publicity stunts to garner attention and acclaim. The most notable publicity stunt of them all has to be Jeremy Scott throwing dollar bills printed with his own face at a show called ‘American Excess’ which poked fun at materialism and our obsession with our own and others monetary value.
In the 2010’s, the brand experimented with loud designs that featured teddy bears, Looney Tunes characters and famous brands like McDonalds and Coca Cola. Moschino’s pop culture references and ‘social media ready’ clothing turn heads and draw attention. Whether it’s a graffiti dress worn by Katy Perry or a pink fishnet design donned by Miley Cyrus, Moschino makes its mark.
If you’re into fashion, you’ll already know about Moschino – it’s impossible to ignore. They specialise in irony – almost mocking the world of high fashion whilst still hitting all the right notes. Thanks to the high standard, beautiful construction and subversive designs, you can turn the fashion world on its head by picking up Moschino designs.
Where to buy?
Moschino’s collections move fast – so don’t be caught in last season’s garments if you want the new stuff. In the UK, you can get your hands on the latest Moschino gear at luxury fashion retailer, Garment Quarter.
A collaborative post with Garment Quarter. If you have any questions regarding my disclosure policy please email me using the sites contact form and I will be happy to answer any queries.