Moschino
Encyclopedia
Moschino is an Italian
fashion design
house and manufacturer of women's, men's and children's fashion
.
(1950-1994). Moschino and his fashion label became famous for his innovative, colorful - sometimes eccentric - designs, for his criticisms of the fashion industry and for his social awareness campaigns in the early 1990s. After Moschino's untimely death, Rossella Jardini
, his former assistant, became creative director. The brand has been part of the Aeffe fashion group since 1999. In 2006, Moschino designed the outfits for the opening ceremony of the 2006 Winter Olympics
in Turin
. Moschino also designed outfits for Kylie Minogue's
2005 Showgirl - The Greatest Hits Tour
and Madonna's
2008 Sticky & Sweet Tour
.
Starting with the F/W 08-09 pre-collection, the Moschino Jeans label changed its name to Love Moschino which better expresses its intrinsic nature.
Rossella Jardini has been Moschino’s Creative Director since 1994. Responsible for the brand image and style, Jardini fulfils the role of “creative witness”, keeping the stylistic and philosophical approach alive following the death of Franco Moschino (on 18 September 1994), with whom she collaborated from 1981.
Alessandro Varisco has been the Managing Director since April 2009.
The owner of the Moschino labels is Moschino SpA, the company which was acquired by Aeffe SpA (producer of Moschino since 1983) and Sportswear International SpA (SINV HOLDING S.p.A. since 2006) in 1999. Moschino SpA carries out its brand management, licensing agreement activities, communication and coordination of the commercial policies autonomously.
In 2007, Moschino SpA signed an exclusive agreement with con Scienward International Holdings Limited for the franchising and distribution of its products in the People’s Republic of China (excluding Hong Kong and Macau). The 10-year agreement provides for the opening of 40 stores (22 in the first 5 years of collaboration) and the exclusive distribution of Moschino brand clothing lines beginning with the S/S 2008 collection.
Moschino SpA also announces its 5-year renewable agreement with Allison for the creation, development and worldwide distribution of the new Moschino Eyewear collection, and the signing of a 5-year agreement (renewable for another 5 years) with the Binda Group for the manufacture and marketing of watches and for the very first time of the jewellery collection licensed with the Moschino CheapAndChic brand.
The new collection of Moschino Helmets was presented to the world for the first time in November 2007, during the EICMA show. These helmets were the result of a collaboration between Max Safety Fashion helmet manufacturers and the Moschino fashion brand.
In October 2008 Moschino SpA and Altana SpA, leading company in the children’s clothing sector, announce the signing of an agreement for the creation, development and world distribution, for five years renewable, of the Moschino boys’ and girls’ collections. The collections, whose creative aspect remains at Moschino, will be aimed at three age groups: Moschino Teen for ages 6 through 14; Moschino Kid for 12-18 months to 6 years; and Moschino Baby from 1-3 months to 2 years.
On the 25th February 2010 the hotel “Maison Moschino” inaugurated in Milan at Viale Monte Grappa 12. Situated in a neoclassical building that was once the city’s first railway station and is now at the heart of what is becoming the modern centre of 21st century Milan, Maison Moschino is the splendid result of a design project supervised by Rossella Jardini in cooperation with Jo Ann Tan.
From April 1 to 30, 2010, the famous GUM department store in Moscow, whose long façade faces Red Square, will host “Inside Moschino,” a retrospective following the Italian brand through the years, from its foundation to the present day. A declared celebration of Moschino’s evolution from its beginnings until the S/S 2010 collection, told through its clothes and accessories, ad campaigns and boutique window displays.
In July 2011 the company collection was presented at the catwalk of The Brandery
fashion show in Barcelona
.
and cosmetics, and even jet helmets
are sold under the Moschino brand. In Milan
, Moschino is to open its own concept hotel
in 2009, "Maison Moschino".
The Moschino, Moschino Cheap And Chic and Accessories collections are produced by Aeffe S.p.A. (70% owner) and the Love Moschino collection by SINV HOLDING S.p.A. (which holds the remaining 30%). The other product lines are managed by licensing agreements.
Distribution of sales by geographic area:
Italy 32%
Rest of Europe 23%
USA 6%
Far East 11%
Rest of the world 28%
In February 2009 Moschino opened its virtual boutique where you can purchase clothes and accessories from the collections of Moschino, Moschino Uomo, Moschino CheapAndChic and Love Moschino Donna and Uomo, by connecting to the website www.moschino.com.
Over the last few years, mono-label boutiques have been opened in Europe (Rome, Capri, London, Paris and Berlin), New York in the United States, in Eastern Europe (Dnipropetrovsk and Kiev in the Ukraine), Moscow, Yekaterinburg and St. Petersburg in Russia, Almaty in Kazakhstan, Istanbul in Turkey, in the Middle East (Riyadh and Jeddah in Saudi Arabia, Doha in Qatar, Dubai, Kuwait and Bahrain), Mumbai and Bangalore in India and in the Far East (Hong Kong, Osaka, Singapore, Taipei and Kaoshiung, Kuala Lumpur, Shanghai, Seoul and Bundang in Korea and Beijing, Dalian, Hangzhou, Shenzen and Shenyang in China) to complement traditional distribution in multi-label stores.
In addition, many dedicated spaces, shops-in-shops and corners have been opened in the most prestigious department stores in the world such as Saks Fifth Avenue
in the United States, Saks in Mexico City, Isetan
, Takashimaya
, Daimaru
in Japan, Shinsegae
, Lotte
and Hyundai
in Korea, Harvey Nichols
, Harrods
and House of Fraser
in London, Printemps
in Paris, Oberpollinger in Munich, El Corte Ingles
in Madrid and La Rinascente
and Coin
in Milan.
Italy
Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...
fashion design
Fashion design
Fashion design is the art of the application of design and aesthetics or natural beauty to clothing and accessories. Fashion design is influenced by cultural and social latitudes, and has varied over time and place. Fashion designers work in a number of ways in designing clothing and accessories....
house and manufacturer of women's, men's and children's fashion
Fashion
Fashion, a general term for a currently popular style or practice, especially in clothing, foot wear, or accessories. Fashion references to anything that is the current trend in look and dress up of a person...
.
History
The brand was originally created in 1983 by the late Franco MoschinoFranco Moschino
Franco Moschino was an Italian fashion designer remembered for his witty, colorful, lively and provocative designs which not only challenged, but poked fun at, the fashion establishment.-Early years:...
(1950-1994). Moschino and his fashion label became famous for his innovative, colorful - sometimes eccentric - designs, for his criticisms of the fashion industry and for his social awareness campaigns in the early 1990s. After Moschino's untimely death, Rossella Jardini
Rossella Jardini
In 1994 Rossella Jardini took over the Creative Direction of Moschino, for the labels Moschino, Moschino Cheap and Chic and Moschino Jeans that will become Love Moschino in June 2008....
, his former assistant, became creative director. The brand has been part of the Aeffe fashion group since 1999. In 2006, Moschino designed the outfits for the opening ceremony of the 2006 Winter Olympics
2006 Winter Olympics
The 2006 Winter Olympics, officially known as the XX Olympic Winter Games, was a winter multi-sport event which was celebrated in Turin, Italy from February 10, 2006, through February 26, 2006. This marked the second time Italy hosted the Olympic Winter Games, the first being the VII Olympic Winter...
in Turin
Turin
Turin is a city and major business and cultural centre in northern Italy, capital of the Piedmont region, located mainly on the left bank of the Po River and surrounded by the Alpine arch. The population of the city proper is 909,193 while the population of the urban area is estimated by Eurostat...
. Moschino also designed outfits for Kylie Minogue's
Kylie Minogue
Kylie Ann Minogue, OBE - often known simply as Kylie - is an Australian singer, recording artist, songwriter, and actress. After beginning her career as a child actress on Australian television, she achieved recognition through her role in the television soap opera Neighbours, before commencing...
2005 Showgirl - The Greatest Hits Tour
Showgirl - The Greatest Hits Tour
Showgirl: The Greatest Hits Tour is a concert tour by Australian singer Kylie Minogue. Minogue was originally scheduled to perform in Australia and Asia during the tour, but she was forced to cancel the tour when she was diagnosed with breast cancer...
and Madonna's
Madonna (entertainer)
Madonna is an American singer-songwriter, actress and entrepreneur. Born in Bay City, Michigan, she moved to New York City in 1977 to pursue a career in modern dance. After performing in the music groups Breakfast Club and Emmy, she released her debut album in 1983...
2008 Sticky & Sweet Tour
Sticky & Sweet Tour
The Sticky & Sweet Tour was the eighth worldwide concert tour by American singer Madonna to promote her eleventh studio album, Hard Candy. It began in August 2008 and was Madonna's first tour from her new recording and business deal with Live Nation. The tour was announced in February 2008, with...
.
Moschino Today
Moschino occupies an important position on the international fashion stage, complete with its own history, consistency and continuity. The Moschino, Moschino Cheap and Chic and Love Moschino, creations make their mark by expressing its creativity that makes irony and elegance its strength through the reinterpretation of the classics.Starting with the F/W 08-09 pre-collection, the Moschino Jeans label changed its name to Love Moschino which better expresses its intrinsic nature.
Rossella Jardini has been Moschino’s Creative Director since 1994. Responsible for the brand image and style, Jardini fulfils the role of “creative witness”, keeping the stylistic and philosophical approach alive following the death of Franco Moschino (on 18 September 1994), with whom she collaborated from 1981.
Alessandro Varisco has been the Managing Director since April 2009.
The owner of the Moschino labels is Moschino SpA, the company which was acquired by Aeffe SpA (producer of Moschino since 1983) and Sportswear International SpA (SINV HOLDING S.p.A. since 2006) in 1999. Moschino SpA carries out its brand management, licensing agreement activities, communication and coordination of the commercial policies autonomously.
In 2007, Moschino SpA signed an exclusive agreement with con Scienward International Holdings Limited for the franchising and distribution of its products in the People’s Republic of China (excluding Hong Kong and Macau). The 10-year agreement provides for the opening of 40 stores (22 in the first 5 years of collaboration) and the exclusive distribution of Moschino brand clothing lines beginning with the S/S 2008 collection.
Moschino SpA also announces its 5-year renewable agreement with Allison for the creation, development and worldwide distribution of the new Moschino Eyewear collection, and the signing of a 5-year agreement (renewable for another 5 years) with the Binda Group for the manufacture and marketing of watches and for the very first time of the jewellery collection licensed with the Moschino CheapAndChic brand.
The new collection of Moschino Helmets was presented to the world for the first time in November 2007, during the EICMA show. These helmets were the result of a collaboration between Max Safety Fashion helmet manufacturers and the Moschino fashion brand.
In October 2008 Moschino SpA and Altana SpA, leading company in the children’s clothing sector, announce the signing of an agreement for the creation, development and world distribution, for five years renewable, of the Moschino boys’ and girls’ collections. The collections, whose creative aspect remains at Moschino, will be aimed at three age groups: Moschino Teen for ages 6 through 14; Moschino Kid for 12-18 months to 6 years; and Moschino Baby from 1-3 months to 2 years.
On the 25th February 2010 the hotel “Maison Moschino” inaugurated in Milan at Viale Monte Grappa 12. Situated in a neoclassical building that was once the city’s first railway station and is now at the heart of what is becoming the modern centre of 21st century Milan, Maison Moschino is the splendid result of a design project supervised by Rossella Jardini in cooperation with Jo Ann Tan.
From April 1 to 30, 2010, the famous GUM department store in Moscow, whose long façade faces Red Square, will host “Inside Moschino,” a retrospective following the Italian brand through the years, from its foundation to the present day. A declared celebration of Moschino’s evolution from its beginnings until the S/S 2010 collection, told through its clothes and accessories, ad campaigns and boutique window displays.
In July 2011 the company collection was presented at the catwalk of The Brandery
The Brandery
The Brandery is an urban fashion show, organized by Fira de Barcelona and held twice a year, in summer and winter. The first edition was held in July 2009 at the Montjuïc exhibition site in Barcelona and was initially addressed exclusively to professional visitors.- History :The first edition had...
fashion show in Barcelona
Barcelona
Barcelona is the second largest city in Spain after Madrid, and the capital of Catalonia, with a population of 1,621,537 within its administrative limits on a land area of...
.
Labels
The brand consists of several labels: Moschino (women's and men's main line), Moschino Cheap and Chic (women's secondary line, created in 1988), Love Moschino (women's and men's diffusion line, known as Moschino Jeans from 1986 to 2008), in order of exclusivity. In addition, accessories, jewelry, perfumePerfume
Perfume is a mixture of fragrant essential oils and/or aroma compounds, fixatives, and solvents used to give the human body, animals, objects, and living spaces "a pleasant scent"...
and cosmetics, and even jet helmets
Motorcycle helmet
A motorcycle helmet is a type of protective headgear used by motorcycle riders. The primary goal of a motorcycle helmet is motorcycle safety - to protect the rider's head during impact, thus preventing or reducing head injury or saving the rider's life...
are sold under the Moschino brand. In Milan
Milan
Milan is the second-largest city in Italy and the capital city of the region of Lombardy and of the province of Milan. The city proper has a population of about 1.3 million, while its urban area, roughly coinciding with its administrative province and the bordering Province of Monza and Brianza ,...
, Moschino is to open its own concept hotel
Hotel
A hotel is an establishment that provides paid lodging on a short-term basis. The provision of basic accommodation, in times past, consisting only of a room with a bed, a cupboard, a small table and a washstand has largely been replaced by rooms with modern facilities, including en-suite bathrooms...
in 2009, "Maison Moschino".
Financial Data
Moschino SpA has managed the stylistic activities, coordinated the image and communication, supervised distribution and created the commercial strategies since 2000.The Moschino, Moschino Cheap And Chic and Accessories collections are produced by Aeffe S.p.A. (70% owner) and the Love Moschino collection by SINV HOLDING S.p.A. (which holds the remaining 30%). The other product lines are managed by licensing agreements.
Distribution of sales by geographic area:
Italy 32%
Rest of Europe 23%
USA 6%
Far East 11%
Rest of the world 28%
The Moschino Stores
Moschino has a global retail network of mono-label stores and franchise stores, shop-ins-shop, corners and soft corners.In February 2009 Moschino opened its virtual boutique where you can purchase clothes and accessories from the collections of Moschino, Moschino Uomo, Moschino CheapAndChic and Love Moschino Donna and Uomo, by connecting to the website www.moschino.com.
Over the last few years, mono-label boutiques have been opened in Europe (Rome, Capri, London, Paris and Berlin), New York in the United States, in Eastern Europe (Dnipropetrovsk and Kiev in the Ukraine), Moscow, Yekaterinburg and St. Petersburg in Russia, Almaty in Kazakhstan, Istanbul in Turkey, in the Middle East (Riyadh and Jeddah in Saudi Arabia, Doha in Qatar, Dubai, Kuwait and Bahrain), Mumbai and Bangalore in India and in the Far East (Hong Kong, Osaka, Singapore, Taipei and Kaoshiung, Kuala Lumpur, Shanghai, Seoul and Bundang in Korea and Beijing, Dalian, Hangzhou, Shenzen and Shenyang in China) to complement traditional distribution in multi-label stores.
In addition, many dedicated spaces, shops-in-shops and corners have been opened in the most prestigious department stores in the world such as Saks Fifth Avenue
Saks Fifth Avenue
Saks Fifth Avenue is a luxury American specialty store owned and operated by Saks Fifth Avenue Enterprises , a subsidiary of Saks Incorporated. It competes in the high-end specialty store market in the Upper East Side of Manhattan, i.e. 'the 3 B's' Bergdorf, Barneys, Bloomingdale's and Lord & Taylor...
in the United States, Saks in Mexico City, Isetan
Isetan
is a Japanese department store. Based in Shinjuku, Tokyo, Isetan has branches throughout Japan and East Asia, including Bangkok, Jinan, Kaohsiung, Kuala Lumpur, Shanghai, Singapore and Tianjin and formerly in Hong Kong, London and Vienna....
, Takashimaya
Takashimaya
is a large Japanese department store chain.Founded in 1829 in Kyoto by Iida Shinkichi as a retailer of used clothing and cotton cloth, the store now has outlets throughout Japan and also in Taipei, Paris and Singapore....
, Daimaru
Daimaru
is a Japanese department stores chain, principally located in the Kansai region of Japan. The chain is operated by Daimaru Matsuzakaya Department Stores, a subsidiary of J. Front Retailing...
in Japan, Shinsegae
Shinsegae
Shinsegae is a South Korean department store franchise, along with several other businesses, headquartering in Seoul, South Korea. The name of Shinsegae literally means "New World" in Korean...
, Lotte
Lotte Department Store
Lotte Department Store is a Korean retail company established in 1979, and headquartered in Sogong-dong, Jung-gu, Seoul, Korea. Lotte Department Store offers retail consumer goods and services and is one out of 8 business units of Lotte Shopping...
and Hyundai
Hyundai Department Store
Hyundai Department Store , together with Lotte Department Store and Shinsegae, is one of the three major department store chains in South Korea...
in Korea, Harvey Nichols
Harvey Nichols
Harvey Nichols, founded in 1813, is an upmarket department store chain. Its original store is in London. Founded in 1813 as a linen shop, it sells many international brands of clothing for women and men, fashion accessories, beauty products, wine and food...
, Harrods
Harrods
Harrods is an upmarket department store located in Brompton Road in Brompton, in the Royal Borough of Kensington and Chelsea, London. The Harrods brand also applies to other enterprises undertaken by the Harrods group of companies including Harrods Bank, Harrods Estates, Harrods Aviation and Air...
and House of Fraser
House of Fraser
House of Fraser is a British department store group with over 60 stores across the United Kingdom and Ireland. It was established in Glasgow, Scotland in 1849 as Arthur and Fraser. By 1891 it was known as Fraser & Sons. The company grew steadily during the early 20th century, but after the Second...
in London, Printemps
Printemps
Printemps is a French department store .The flagship Printemps store is located on Boulevard Haussmann in the IXe arrondissement of Paris along with other well-known department stores like Galeries Lafayette. There are other Printemps stores in Paris and throughout France...
in Paris, Oberpollinger in Munich, El Corte Ingles
El Corte Inglés
El Corte Inglés S.A. , headquartered in Madrid, is the biggest department store group in Europe and ranks fourth worldwide...
in Madrid and La Rinascente
La Rinascente
La Rinascente is a Thai owned Italian retailer operating upscale department stores in the area of clothing, household and beauty products, founded in Milan in 1865 by Luigi and Ferdinando Bocconi....
and Coin
Coin (department store)
Coin is an Italian upmarket department store chain dedicated to the worlds of apparel, home decorations, accessories and beauty. Its headquarters are located in Venezia Mestre.-History:...
in Milan.
Moschino Fragrances
- Moschino, women fragrance launched in 1987
- Pour Homme, men fragrance launched in 1990
- Cheap and Chic, women fragrance launched in 1995
- Oh! De Moschino, men fragrance launched in 1996
- Uomo?, men fragrance launched in 1998
- L'Eau Cheap and Chic, women fragrance launched in 2001
- Couture!, women fragrance launched in 2004
- I Love Love, women fragrance launched in 2005
- Hippy Fizz, women fragrance launched in 2006
- Friends Men, men fragrance launched in 2006
- Funny!, women fragrance launched in 2007
- Glamour, women fragrance launched in 2008