Fashion Fashion Houses

Moschino Franco

Share this article!

Last Updated on July 29, 2021 by Helga

Franco Moschino, a native Italian, was born in 1950 in the small town of Abbiategrasso, near Milan. Sadly, Franco’s father died when he was a young boy of four. As a way to fill the void, Franco developed a keen interest in art and drawing as a young child, following the creation of the designer brand, Moschino.

Franco Moschino: An extraordinary fashion designer – The beggining

moschino franco
Moschino Franco – Photo from italyonthisday.com

Pursuing his love of art, Franco Moschino attended the Accademia di Bella Arte in Milan in 1967. However, to finance his education there, he began to sketch fashion designs and illustrations for fashion magazines and houses. Eventually, his clever designs caught the eye of fashion designer Gianni Versace.

In 1971, Franco Moschino began his fashion career with Gianni Versace as a sketcher, when he was asked to draw for a publicity campaign.

His sketches were for a collection of ready-to-wear, Genny and Beged’Or, two of Versace’s collections at that time. In 1976, Franco also took on a position as a designer with another Italian fashion house, Cadette.

In 1983, Franco left Versace and opened his own company, Moonshadow, on Via Ceradini in Milan, under his own label, Moschino. His first showing was wildly successful, as was his second show.

moschino
The Moschino brand logo – Photo from aeffe.com

Moschino was well-liked by the press for his playful nature and flaunting of the so-called norms of fashion. He was essentially the carrier of Schiaparelli’s legacy, his work was the same mixture of art, surrealism, irreverent charm, and innovative design as the famously iconoclastic Elsa.

An Italian’s approach – Moschino, the brand of creations and combinations

moschino designs
Moschino Designs – Photo from pinterest.com

Although established fashion houses looked on in horror at the sensational acclaim garnered by Moschino, the adoring fans clamored for more. More is exactly what Moschino gave them- more powerful and evocative combinations and creations, more irreverent styles, and more out-of-this-world fashion.

Although Moschino wanted people to laugh at fashion, he knew they took it too seriously to laugh for long. Moschino grasped the challenge anyway, creating thought-provoking fashions replete with original messages through text on cloth or visual puns for his adoring public.

The designer brand Moschino – Moschino Couture in 1986

catwalk
Moschino Couture – Photo from i.pinimg.com

Next, Moschino Couture was launched. In 1986, his men’s line began with an introduction of men’s fine underwear, Uomo. A fine oriental fragrance for women, “Moschino,” was introduced into the world of fashion in 1987. In 1988, his first boutique opened on Via Sant’Andrea in Milan, Italy.

Then, a Moschino fragrance, light, floral, and fruity in scent, was released under the name, “Cheap and Chic.” In 1994, a collection, Couture, launched specifically to use only environmentally friendly dyes and fabrics were created.

Moschino’s clever sense of the inane shined through in almost everything he did and said. His sense of fashion flouted the norm, the contemporary, the classic, and the established. Willing to take that walk out onto the gangplank and tempt the tides of fate, Moschino proved time and time again that he was indeed the man of fashion with an exciting twist. His sense of style was uncanny, his sense of cut and proportion perfect. Also, his sense of what the public was willing to buy right on the mark.

catwalk
Moschino Couture catwalk – Photo from i.pinimg.com

The sad news about Moschino’s death – 2013 – The new creative director of the fashion house, Jeremy Scott

jeremy scott
Jeremy Scott – Photo from stylesage.co

Sadly, Moschino died before his time at the tender age of 44. Rosella Jardini, the chief designer, and Marco Gobbetti, the chief executive grasped the reins after Moschino’s death to lead Moschino’s Fashion house, still located in Milan, Italy. Together they strived to continue Moschino’s fashions in the fun and the truly extravagant way that Franco had so popularized.

Though the brand was acquired in 2001 by Aeffe SpA, the growing fashion empire founded by Alberta Ferretti, Jardini has remained the brand’s creative director. She has brought a renewed wearability to the brand, without losing touch with its irreverent, humor-filled past. As a result, Moschino is on the up-and-up.

Moschino designs and labels, loved by all ages of women- Moschino Main Line, Moschino Cheap & Chic, and Love Moschino

Moschino Game Show themed runaway 2019 – Photo from fashionweekdaily.com

Women of all ages love Moschino’s designs. They love especially the clever use of attachments that are out of the ordinary. Also, the artwork that is reminiscent of childhood favorites, and a playful disregard for the expected. This is why Moschino has three women’s labels ‘Moschino Main Line’, the high end, ‘Moschino Cheap & Chic’, the middle range, and ‘Love Moschino’, the most affordable Moschino range. Men have not been ignored either, Moschino menswear collections are ‘Moschino’ and ‘Moschino Jeans’. The Moschino brand is now often seen on celebrities like Beyonce, Nicole Kidman, Jessica Alba, Alicia Keys, and Paris Hilton.

Franco Moschino’s untimely death in 1994 has left the fashion world bereft of his enigmatic and dazzling personality, eclectic fashion statements, and avant-garde visions. His goal was to set the fashion world on its ear. He tried by upsetting the norm and instead he achieved a level of success he found embarrassing. Before his death, Franco Moschino founded a non-profit organization to which part of the Moschino proceeds goes.

Moschino’s eclectic fashion style, seen as a gift to the world of fashion

A charismatic, innovative, and imaginative man, Moschino was a gift to the world of fashion. His eclectic array of fashion items includes jeans, casual wear, eveningwear, shoes, ties, lingerie, eyeglasses, watches, and perfume. Moschino’s legacy and interpretation of fashion continue without him. His fashion dynasty expands to more products and continues to produce new and clever fashions items loved by everyone around the world.

New Collections – The Moschino designer brand’s creative designs

runaway
Moschino Spring 2021 runaway project – Photo from vogue.com

Since 2013, Moschino’s creative director Jeremy Scott doesn’t stop to amaze the fashion world with the most recognizable, colorful and energizing designs.

Here we are into 2021 and the Moschino brand never stops to amaze us with the innovative designs that remind us of Franco Moschino. The brand is continuously evolving by introducing more and more design collections on different women’s labels. The prices of his enigmatic, and avant-garde visions are still based on the old labels. It is very appreciated in the world of fashion how Moschino’s criticism and social awareness campaigns shown so much innovation, making him famous for his designs.

By Susan M. Keenan

Newsletter