Love Moschino: the story of the brand

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The fashion brand Moschino was born in 1983: a truly memorable year, during which the first real collection came to life, opening the doors to the history of the brand and the fashion of the eighties: a rebellious and a characteristic trait gave to brand a unique image.

Franco Moschino, born in Abbiategrasso in 1950, attended the Academy of Fine Arts in Milan, at the age of 17, with the great dream of becoming a painter (which is hardly surprising when looking at the prints and colors used for the collections of the brand).

In order to pay his studies, Franco began to do small jobs, like the freelance illustrator of magazines, even quite famous.

So in 1971, at the age of 21, he started a collaboration with Gianni Versace and, few years later, he became the designer of the Cadette clothing brand that he left in 1982.

In 1983 the first line Moschino woman was born and, a year later, the one dedicated to men; in 1986 he followed the Moschino Jeans and – in 1987 – the first women’s fragrance of the brand was presented to the public.

The peculiarity of Franco Moschino was to continually reinvent itself, both in life and in fashion. From collection to collection, from year to year, among colorful, printed clothes, paintings of different images compared to those found in all other fashion houses, it has given life to a completely innovative way of understanding fashion and woman.

With an irreverent and innovative vein, Moschino proposed ironic variants of Chanel suits, accessories made with cheap but intentionally flashy and exaggerated materials, skirts sewn by recycling businessmen’s ties and much more.

Shortly afterwards, therefore, came the Cheap and Chic line for men and women who conquered the market in 1989. In the same years they opened the first stores in Italy and began an ecological campaign, really in advance for its time, inspired by respect for nature and animals, under the slogan “Nature is better than couture“.

Love Moschino was born in 2008: a playful, vibrant and super chic line, a sort of minor sister of the main brand. Designed for men and women (and even a child line) who like to break the rules of dress code and build their own personal and unconventional style.

Love Moschino therefore retains all the creative, intelligent and ironic character of Moschino, but it blends with all the values of “love”: empathy and feeling. A universal, positive word, recognized throughout the world that seems to bring new energy to a brand that was already well established and appreciated.

What are its distinctive features? Pop art prints, hearts, golden chains, maxi lettering and bright colors. The ironic, surprising and irreverent style, which saw its maximum expression thanks to the creative genius of Jeremy Scott.

Prices of the Love Moschino line are definitely cheaper than Moschino couture line and it allows everyone to wear the creations of this colorful and iconic brand.

A brand that is well suited to the spirit of Valentine’s Day, thanks to the symbol of the omnipresent heart on garments and accessories.

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