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Moschino S.p.A.
IndustryApparel, accessories
FounderFranco Moschino
Milan, Italy
Number of locations
Over 150 worldwide boutiques
ProductsClothing, cosmetics, fashion accessories, jewelry, perfumes, spirits, watches
RevenueIncrease €215.4 million (2020)[1]

Moschino (Italian pronunciation: [moˈskiːno]) is an Italian luxury fashion house, specializing in leather accessories, shoes, luggage and fragrances. It was founded in 1983 by Franco Moschino in Milan.


Founding and 1990s[edit]

The brand was originally created in 1983 by the late Franco Moschino (1950–1994) and owned by Moonshadow, the designer’s Milan-based holding company.[2] Moschino and his fashion label became famous for innovative, colorful, and sometimes eccentric designs. Moschino was also known for criticisms of the fashion industry and for social awareness campaigns in the early 1990s.[3][4] By 1994, Moschino said he wanted to develop an “ecological” line that would bear the tag “Nature Friendly Garment,” as a mini-collection within the couture collection.[2]

Rossella Jardini, 1994–2013[edit]

After Moschino's death, Rossella Jardini, a former assistant with whom he had collaborated from 1981,[citation needed] was the brand's creative director from 1994 to October 2013.[5][6][7] Responsible for the brand image and style, Jardini fulfilled the role of "creative witness," keeping Moschino's stylistic and philosophical approach alive.

The brand has been part of the Aeffe fashion group since 1999.[8] The owner of the Moschino labels has since been 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 2006, Moschino designed the outfits for the opening ceremony of the 2006 Winter Olympics in Turin.[9] Moschino also designed outfits for Kylie Minogue's 2005 Showgirl - The Greatest Hits Tour,[10] sunglasses for Madonna's 2008 Sticky & Sweet Tour[11][self-published source?][12] 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.[13]

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 ten-year agreement provides for the opening of forty stores (22 in the first five years of collaboration) 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 (renewable for another five years) with the Binda Group for the manufacture and marketing of watches and for the first time of the jewelry 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. 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.[14]

Jeremy Scott, 2013–present[edit]

Moschino design from 2014 on display at the Metropolitan Museum of Art's exhibit Camp: Notes on Fashion

In October 2013, Jeremy Scott became Moschino's creative director, showing his first collection in Fall 2014.[5]

In 2021, Aeffe Italia gained full control of Moschino from SINV through the acquisition of the remaining 30 percent stake it did not own in the brand for 66.6 million euros ($78.51 million).[15][1]


The brand consists of several labels: Moschino (women's and men's main line), Boutique 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, watches, perfume and cosmetics, and even jet helmets[16] 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".[17]

Starting 2014 and under the Scott's direction, Moschino Cheap and Chic was consolidated into a new women's secondary line called Boutique Moschino.


In April 2018, Moschino announced its collaboration with the Swedish retail brand H&M which was planned to be launched in November 2018.[18] 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.[19]

Moschino collaborated with Palace Skateboards in November 2020. The collection was partly inspired by the rave culture of the 1990s and consisted of jackets, sweatshirts, jeans, shirts, and t-shirts amongst various accessories. Palace's creators had wanted to collaborate with Moschino since starting up their brand, so the release was highly anticipated and the general reception of the designs was positive. However, upon receiving their purchases, many were unimpressed by the quality of the clothing and felt that the prices were not justified. This led to many customers returning their items.[citation needed]

MC 澳門 Macau 路氹城 Cotai 四季名店 Shoppes at Four Seasons mall interior shop MOSCHINO name sign

In popular culture[edit]

  • 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."[20]
  • The Notorious B.I.G's 1997 song "Hypnotize" refers to Moschino with the line "All Philly hoes, dough and Moschino (c'mon)."[21]
  • 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."[22]
  • Redlight’s 2014 song “9TS (90s Baby)” refers to Moschino with the line “Biggie Smalls, Versace shades/Moschino jeans and Alizé/ODB, Brooklyn Zoo/DJ Randall on the ones and twos/90s baby/Are you a 90s baby?”[23]


In a 2015 lawsuit filed in federal court in California, Brooklyn graffiti artist Rime claimed that Moschino and Jeremy Scott copied his work when they designed singer Katy Perry's dress at the 2015 Met Gala.[24] The case was settled in 2016.[25]

In 2016, department store Nordstrom bowed to pressure from online activists and pulled a Moschino capsule collection that was inspired by capsule pills amid allegations it trivialized the opioid crisis.[26][27]


  1. ^ a b Luisa Zargani (July 28, 2021), Aeffe Takes Full Control of Moschino Women's Wear Daily.
  2. ^ a b Glynis Costin and Sara Gay Forden (September 20, 1994), Franco Moschino Dies in Italy Women's Wear Daily.
  3. ^ "Obituary: Franco Moschino", Wednesday, September 21, 1994. The Independent. [1]
  4. ^ "Having fun with Moschino: A designer takes a bow", Monday, October 27, 2008. The New York Times. [2]
  5. ^ a b Zargani, Luisa (October 29, 2013). "Moschino Names Jeremy Scott Creative Director". Women's Wear Daily. Retrieved October 29, 2013.
  6. ^ "A fashionable life: Rosella Jardini". Harper's Bazaar
  7. ^ "A moment with Moschino", 28 October 2008. Archived September 24, 2009, at the Wayback Machine
  8. ^ Suzy Menkes (October 26, 1999), Aeffe Buys Moschino International Herald Tribune.
  9. ^ "Moschino Gets Gold Medal:Brand designs costumes for winter Olympics," Thursday, January 19, 2006. Fashion Week Daily "Archived copy". Archived from the original on May 6, 2009. Retrieved October 17, 2007.{{cite web}}: CS1 maint: archived copy as title (link)
  10. ^ "Kylie Minouge", March 21, 2005. Times Online UK
  11. ^ Thakur, Pradeep. MADONNA: Unstoppable! (Revised & Enlarged ed.). ISBN 9788190870573.[self-published source]
  12. ^ Bernstein, Jacob (August 5, 2008). "Madonna's Costumes for Her Sticky and Sweet Tour". Women's Wear Daily. Retrieved October 4, 2017.
  13. ^ "LOVE MOSCHINO". British Vogue. January 31, 2008. Retrieved October 13, 2021.
  14. ^ The Brandery, Catwalk, TV Fashion Runway Show Archived September 3, 2011, at the Wayback Machine
  15. ^ Silvia Recchimuzzi (July 28, 2021), Italy's Aeffe raises stake in Moschino to 100% Reuters.
  16. ^ "Moschino motor helmets", Tuesday, October 30, 2007. [3]
  17. ^ "Head to Milan for Maison Moschino", October 31, 2008. Harper's Bazaar. "Archived copy". Archived from the original on May 5, 2015. Retrieved July 24, 2009.{{cite web}}: CS1 maint: archived copy as title (link)
  18. ^ Lance, Jennifer. "Moschino Is H&M's Newest Designer Collaboration". Glamour. Retrieved July 18, 2018.
  19. ^ Masters, Johannah (April 12, 2019). "Moschino taps 'The Sims' for Coachella's big fashion moment". New York Post. Retrieved April 12, 2019.
  20. ^ Lil' Kim Queen Bitch. igotyoudancing. March 13, 2010. Archived from the original on April 19, 2021. Retrieved August 4, 2021 – via YouTube.
  21. ^ Biggie Smalls - Hypnotize. Biggie Smalls. April 5, 2009. Archived from the original on July 17, 2021. Retrieved August 4, 2021 – via YouTube.
  22. ^ Amy Winehouse - Take The Box. AmyWinehouseVEVO. December 23, 2009. Archived from the original on December 19, 2021. Retrieved August 4, 2021 – via YouTube.
  23. ^ Redlight - 9TS (90s Baby). RedlightVEVO. August 11, 2014. Archived from the original on June 8, 2021. Retrieved August 4, 2021 – via YouTube.
  24. ^ David Shortell (August 10, 2015), Fashion house Moschino accused of copying graffiti artist's work CNN.
  25. ^ Rosemary Feitelberg (June 29, 2016), Street Artist Rime Settles Lawsuit With Jeremy Scott but Not Moschino Women's Wear Daily.
  26. ^ Phil Wahba (October 7, 2016), Nordstrom Pulls Moschino Drug-Themed Clothing Line After Protests Fortune.
  27. ^ Kyle Munzenrieder (October 10, 16), Nordstrom Pulls Moschino’s Pill-Themed Collection Amidst Controversy W.

External links[edit]