The brand was originally created in 1983 by the late Franco Moschino. Moschino and his fashion label became famous for his innovative, colorful – sometimes eccentric – designs, for his love of fairies, for his criticisms of the fashion industry and for his social awareness campaigns in the early 1990s. After Moschino's death, Rossella Jardini, his former assistant, became creative director. The brand has been part of the Aeffe fashion group since 1999.
Moschino today
Rossella Jardini was Moschino's Creative Director from 1994 to October 2013. Responsible for the brand image and style, Jardini fulfilled the role of "creative witness", keeping the stylistic and philosophical approach alive following the death of Franco Moschino, with whom she collaborated from 1981. In October 2013, Jeremy Scott became Moschino's creative director, showing his first Moschino collection in Fall 2014. 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, sunglasses for Madonna's 2008 Sticky & Sweet Tour and six outfits for Lady Gaga for her The Born This Way Ball in 2011–2012. Starting with the F/W 2008–2009 pre-collection, the Moschino Jeans label changed its name to Love Moschino. The owner of the Moschino labels is Moschino SpA, the company which was acquired by Aeffe SpA and Sportswear International SpA 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. The ten-year agreement provides for the opening of forty stores and the exclusive distribution of Moschino brand clothing lines beginning with the S/S 2008 collection. Moschino SpA also announced its five-year renewable agreement with Allison for the creation, development and worldwide distribution of the new Moschino Eyewear collection, and the signing of a five-year agreement 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 companies in the children's clothing sector, announced 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, were aimed at three age groups: Moschino Teen for ages six through fourteen; Moschino Kid for twelve–eighteen months to six years; and Moschino Baby from one–three months to two years. In July 2011, the company collection was presented at the catwalk of The Brandery fashion show in Barcelona. In February 2014, WWD announced that Angela Missoni hired Rossella Jardini, who is the former creative director of Moschino, as a consultant, ""to exchange ideas" on her fashion collections". Angela Missoni will continue to be creative director of Missoni.
Labels
The brand consists of several labels: Moschino, Moschino Cheap and Chic, Love Moschino, in order of exclusivity. In addition, accessories, jewelry, watches, perfume and cosmetics, and even jet helmets are sold under the Moschino brand. Almost all models of watches are made by Binda Group. In Milan, Moschino opened its own concept hotel in 2009, "Maison Moschino". Starting 2014 and under the direction of creative director Jeremy Scott, Moschino Cheap and Chic was consolidated into a new women's secondary line called Boutique Moschino.
Collaborations
In April 2018, Moschino announced its collaboration with the Swedish retail brand H&M which was planned to be launched in November 2018. In April 2019, it was announced that Moschino would release a collection in collaboration with EA game The Sims 4. The collection will include pixelated clothing inspired by the game.
Lil' Kim's 1996 song "Queen Bitch" refers to Moschino with the line "I used to wear Moschino, but every bitch got it/Now I rock colorful minks because my pockets stay knotted."
The Notorious B.I.G's 1997 song "Hypnotize" refers to Moschino with the line "All Philly hoes, dough and Moschino."
The 2003 Amy Winehouse song "Take the Box" refers to Moschino with the line "The Moschino bra you bought me last Christmas/Put it in the box, put it in the box."
