Moschino

Franco Moschino was born on 27 February 1950 and raised in Abbiategrasso, Italy. Moschino studied at Accademia di Belle Arti in Milan from 1968 to 1971, at the dismay of his father, who hoped Franco would continue his family's work in the iron industry. While a student, Franco freelanced designs and illustrations for magazines and fashion houses. Upon graduation, Franco worked as a design sketcher for Versace from 1971 to 1977 and designed for Italian fashion house Cadette until 1982. The following year, Franco created "Moschino Couture!",{{Cite web |date=4 September 2018 |title=How to Create an Iconic brand – Volume 11: Moschino |url=https://theblondesalad.com/en/fashion/moschino-history-iconic/ |access-date=19 August 2022 |website=The Blonde Salad |archive-date=10 November 2023 |archive-url=https://web.archive.org/web/20231110212417/https://www.theblondesalad.com/en/fashion/moschino-history-iconic/ |url-status=live }} owned by Moonshadow, its Milan-based holding company.Glynis Costin and Sara Gay Forden (20 September 1994), [https://wwd.com/fashion-news/fashion-features/franco-moschino-dies-in-italy-1168298/ Franco Moschino Dies in Italy] {{Webarchive|url=https://web.archive.org/web/20210802214226/https://wwd.com/fashion-news/fashion-features/franco-moschino-dies-in-italy-1168298/ |date=2 August 2021 }} Women's Wear Daily. Franco gained a reputation for implementing innovative, colorful, and witty designs into his apparel, such incorporating a Roy Lichtenstein pop art piece in a suit{{Cite web |last=Talon |first=Kettj |date=2 May 2019 |title=Roy Lichtenstein: when Pop Art influences fashion |url=https://www.nssmag.com/en/article/18451 |access-date=19 August 2022 |website=Nss Magazine |language=en}} and designing a t-shirt featuring a TV tuned to “Channel No. 5" (sparking a lawsuit by Chanel due to the reference to its Chanel No. 5 perfume).

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By the late 1980s, Moschino's popularity in Europe had begun to replicate in the United States, with US sales accounting for 15 to 20 percent of business. By the 1990s, Franco became known for his social awareness campaigns and his criticism of the fashion industry.{{Cite web |date=20 September 1994 |title=Obituary: Franco Moschino |url=https://www.independent.co.uk/news/people/obituary-franco-moschino-1450166.html |access-date=19 August 2022 |website=The Independent |language=en |archive-date=1 February 2018 |archive-url=https://web.archive.org/web/20180201192858/http://www.independent.co.uk/news/people/obituary-franco-moschino-1450166.html |url-status=live }} In 1994, Franco expressed desire to develop an ecological line “Nature Friendly Garment”, however Franco died later that year from HIV/AIDS-related causes.{{Cite web |url=http://www.harpersbazaar.com/fashion/fashion-articles/fashionable-life-rossella-jardini-0107 |title="A fashionable life: Rosella Jardini". Harper's Bazaar |access-date=24 July 2009 |archive-date=29 November 2014 |archive-url=https://web.archive.org/web/20141129042443/http://www.harpersbazaar.com/fashion/fashion-articles/fashionable-life-rossella-jardini-0107 |url-status=live }} In recent times, Moschino has made an effort to combat the HIV/AIDS epidemic through a partnership with Product Red and Nickelodeon, creating a Moschino x SpongeBob collection, bringing awareness to HIV/AIDS and fundraising by donating the collection's proceeds to Project Red.{{Cite web |last=Lockwood |first=Lisa |date=7 June 2017 |title=Nickelodeon, Moschino and (RED) Team Up for SpongeBob |url=https://wwd.com/business-news/retail/nickleodeon-moschino-and-red-team-up-for-spongebob-10897574/ |access-date=19 August 2022 |website=WWD |language=en-US |archive-date=19 August 2022 |archive-url=https://web.archive.org/web/20220819221919/https://wwd.com/business-news/retail/nickleodeon-moschino-and-red-team-up-for-spongebob-10897574/ |url-status=live }}

After Franco's death in 1994, his friend Rossella Jardini became the brand's creative director. Responsible for the brand's image and style, Jardini's whimsical designs fit in nicely with the brand's established eccentricity. While Jardini was creative director, Moschino created outfits and accessories for artists Madonna{{Cite news |last=Bernstein |first=Jacob |date=5 August 2008 |title=Madonna's Costumes for Her Sticky and Sweet Tour |work=Women's Wear Daily |url=http://wwd.com/eye/people/madonnas-costumes-for-her-sticky-and-sweet-tour-1703286/ |access-date=4 October 2017 |archive-date=27 June 2018 |archive-url=https://web.archive.org/web/20180627202210/https://wwd.com/eye/people/madonnas-costumes-for-her-sticky-and-sweet-tour-1703286/ |url-status=live }} and Lady Gaga{{Cite web |last=Calvert |first=John |date=11 September 2012 |title=This Megalith Reality: Lady Gaga Live |url=https://thequietus.com/articles/09992-lady-gaga-live-review |access-date=18 August 2022 |website=The Quietus |language=en-us}} for their world tours and created the opening ceremony outfits for the 2006 Winter Olympics."Moschino Gets Gold Medal:Brand designs costumes for winter Olympics," Thursday, 19 January 2006. Fashion Week Daily {{cite web |title=Fashion Week Daily - Dispatch - Moschino Gets Gold Medal |url=http://www.fashionweekdaily.com/news/fullstory.sps?iNewsid=296594 |url-status=dead |archive-url=https://web.archive.org/web/20090506010214/http://www.fashionweekdaily.com/news/fullstory.sps?iNewsid=296594 |archive-date=6 May 2009 |access-date=17 October 2007}} In 2009, Moschino opened its hotel concept, Maison Moschino."Head to Milan for Maison Moschino", 31 October 2008. Harper's Bazaar. {{cite web |title=| Harper's Bazaar |url=http://www.harpersbazaar.co.uk/travel/Head-to-Milan-for-Maison-Moschino/buzz |url-status=dead |archive-url=https://web.archive.org/web/20150505072712/http://www.harpersbazaar.co.uk/travel/Head-to-Milan-for-Maison-Moschino/buzz |archive-date=5 May 2015 |access-date=24 July 2009}}

In 1999, Moschino joined Aeffe S.p.A., an Italian group.Suzy Menkes (26 October 1999), [https://www.nytimes.com/1999/10/26/style/IHT-aeffe-buys-moschino.html Aeffe Buys Moschino] {{Webarchive|url=https://web.archive.org/web/20210802214225/https://www.nytimes.com/1999/10/26/style/IHT-aeffe-buys-moschino.html |date=2 August 2021 }} International Herald Tribune.

With the F/W 2008–2009 pre-collection, Moschino Jeans changed its name to Love Moschino.{{Cite web|date=31 January 2008|title=LOVE MOSCHINO|url=https://www.vogue.co.uk/article/love-moschino|access-date=13 October 2021|website=British Vogue|language=en-GB|archive-date=10 November 2023|archive-url=https://web.archive.org/web/20231110213352/https://www.vogue.co.uk/article/love-moschino|url-status=live}}

File:Camp - Notes on Fashion at the Met - Moschino (73834).jpg-inspired dress from Moschino Fall 2014{{Cite web |date=20 February 2014 |title=Moschino Fall 2014 Ready-to-Wear Collection |url=https://www.vogue.com/fashion-shows/fall-2014-ready-to-wear/moschino |access-date=19 August 2022 |website=Vogue |language=en-US |archive-date=10 July 2022 |archive-url=https://web.archive.org/web/20220710112200/https://www.vogue.com/fashion-shows/fall-2014-ready-to-wear/moschino |url-status=live }}]]

In October 2013, Jeremy Scott became Moschino's creative director, debuting his first collection in Fall 2014.{{cite web |author=Zargani, Luisa |date=29 October 2013 |title=Moschino Names Jeremy Scott Creative Director |url=http://www.wwd.com/fashion-news/designer-luxury/moschino-names-jeremy-scott-creative-director-7252976?src=nl/newsAlert/20131028-1 |access-date=29 October 2013 |work=Women's Wear Daily |archive-date=10 June 2015 |archive-url=https://web.archive.org/web/20150610205129/http://wwd.com/fashion-news/designer-luxury/moschino-names-jeremy-scott-creative-director-7252976/?src=nl%2FnewsAlert%2F20131028-1 |url-status=live }} Starting in 2014 under Scott's direction, Moschino Cheap and Chic was consolidated into a new women's line—"Boutique Moschino"—established to target a wider array of customers, with a price-point about 40 percent lower than Moschino's mainline.{{Cite web |last= |first= |date=14 November 2017 |title=Moschino |url=https://fashion.mam-e.it/moschino/ |access-date=18 August 2022 |website=MAM-E srls |language=it-IT |archive-date=10 November 2023 |archive-url=https://web.archive.org/web/20231110212417/https://fashion.mam-e.it/moschino/ |url-status=live }}

File:Madonna - Rebel Heart Tour Cologne 2 (22851595377).jpg{{Cite web |last=Branch |first=Kate |date=25 September 2015 |title=All the Amazing Details of Madonna's Amazing Designer Looks for Her Rebel Heart Tour |url=https://www.glamour.com/story/madonna-rebel-heart-tour-fashion |access-date=27 August 2022 |website=Glamour |language=en-US |archive-date=11 March 2018 |archive-url=https://web.archive.org/web/20180311081152/https://www.glamour.com/story/madonna-rebel-heart-tour-fashion |url-status=live }}]]

In 2014, Scott designed a smiley face themed outfit for Katy Perry's world tour{{Cite web |last=Muller |first=Marissa |date=30 April 2014 |title=Katy Perry Adds Moschino To Prismatic World Tour Wardrobe |url=https://www.mtv.com/news/wz523l/katy-perry-prismatic-tour-wardrobe-moschino |archive-url=https://web.archive.org/web/20220827213932/https://www.mtv.com/news/wz523l/katy-perry-prismatic-tour-wardrobe-moschino |url-status=dead |archive-date=27 August 2022 |access-date=27 August 2022 |website=MTV |language=en}} and in 2015 designed a black one-piece outfit with Swarovski crystals for Madonna's world tour.

In April 2018, Moschino announced a collaboration with H&M.{{Cite news |last=Lance |first=Jennifer |title=Moschino Is H&M's Newest Designer Collaboration |work=Glamour |url=https://www.glamour.com/story/hm-moschino-collab |access-date=18 July 2018 |archive-date=9 November 2020 |archive-url=https://web.archive.org/web/20201109012221/https://www.glamour.com/story/hm-moschino-collab |url-status=live }} The following year, Moschino collaborated with EA Games for a Sims 4 collection. The collection featured clothing with pixelated illusions inspired by the computer game.{{cite web |last1=Masters |first1=Johannah |date=12 April 2019 |title=Moschino taps 'The Sims' for Coachella's big fashion moment |url=https://nypost.com/2019/04/12/moschino-taps-the-sims-for-coachellas-big-fashion-moment/ |access-date=12 April 2019 |website=New York Post |archive-date=5 August 2019 |archive-url=https://web.archive.org/web/20190805111402/https://nypost.com/2019/04/12/moschino-taps-the-sims-for-coachellas-big-fashion-moment/ |url-status=live }}

With the 2019 Met Gala's theme Camp: Notes on Fashion, Katy Perry wore a gown that looked like a chandelier, created by Moschino, and Kacey Musgraves arrived appearing like a life-size Barbie, also by Moschino.{{Cite web |date=13 September 2021 |title=Photos from Moschino's Most Memorable Met Gala Looks |url=https://www.eonline.com/photos/33191/moschinos-most-memorable-met-gala-looks |access-date=25 August 2022 |website=E! Online |archive-date=25 August 2022 |archive-url=https://web.archive.org/web/20220825231247/https://www.eonline.com/photos/33191/moschinos-most-memorable-met-gala-looks |url-status=live }}

In 2021, Aeffe S.p.A. gained full control of Moschino, by acquiring the remaining 30 percent stake it did not originally own, at the price of 66.6 million euros ($78.51 million).Silvia Recchimuzzi (28 July 2021), [https://www.reuters.com/article/us-moschino-m-a-aeffe-idUSKBN2EY23N Italy's Aeffe raises stake in Moschino to 100%] {{Webarchive|url=https://web.archive.org/web/20210802201645/https://www.reuters.com/article/us-moschino-m-a-aeffe-idUSKBN2EY23N |date=2 August 2021 }} Reuters.

In March 2023, Scott announced his exit from the creative director position.{{Cite web |last=Zargani |first=Luisa |date=20 March 2023 |title=Jeremy Scott Is Exiting Moschino |url=https://wwd.com/fashion-news/designer-luxury/jeremy-scott-is-exiting-moschino-creative-director-1235588203/ |access-date=20 March 2023 |website=WWD |language=en-US}}

In October 2023, Aeffe announced Davide Renne as the new creative director of Moschino, overseeing the women's and men's lines and accessories. He joined Moschino after a 20-year career at Gucci.{{cite news|url = https://www.nytimes.com/2023/11/10/fashion/davide-renne-moschino-dead.html|title = Davide Renne, Moschino Creative Director, Dead at 46|last = Paton|first = Elizabeth|newspaper = The New York Times|date = 10 November 2023|accessdate = 10 November 2023|url-access = limited|archive-date = 28 February 2024|archive-url = https://web.archive.org/web/20240228132355/https://www.nytimes.com/2023/11/10/fashion/davide-renne-moschino-dead.html|url-status = live}}Elisa Anzolin (16 October 2023), [https://www.reuters.com/business/retail-consumer/moschino-names-former-gucci-designer-renne-creative-director-2023-10-16/ Moschino names former Gucci designer Renne creative director] {{Webarchive|url=https://web.archive.org/web/20231016211307/https://www.reuters.com/business/retail-consumer/moschino-names-former-gucci-designer-renne-creative-director-2023-10-16/ |date=16 October 2023 }} Reuters. He assumed the role on 1 November, but died from a suspected heart attack in Milan nine days later, at the age of 46.

In January 2024, Adrian Appiolaza was appointed as the new creative director of Moschino.{{Cite web |date=2024-01-30 |title=Adrian Appiolaza Is Named the New Creative Director of Moschino |url=https://www.vogue.com/article/moschino-adrian-appiolaza-creative-director |access-date=2024-01-30 |website=Vogue |language=en-US |archive-date=30 January 2024 |archive-url=https://web.archive.org/web/20240130130647/https://www.vogue.com/article/moschino-adrian-appiolaza-creative-director |url-status=live }} Prior to his appointment, Appiolaza worked at Loewe for 10 years as womenswear design director under Jonathan Anderson. Appiolaza is a graduate of Central Saint Martins and has also worked at Chloé, Alexander McQueen, and Miu Miu.{{cite web |last1=Zargani |first1=Louisa |title=Moschino’s New Creative Director Is Former Loewe Designer Adrian Appiolaza |url=https://wwd.com/fashion-news/designer-luxury/moschino-new-creative-director-former-loewe-designer-adrian-appiolaza-1236156981/ |website=Womenswear Daily |publisher=Fairchild Media |access-date=30 January 2024 |archive-date=30 January 2024 |archive-url=https://web.archive.org/web/20240130060532/https://wwd.com/fashion-news/designer-luxury/moschino-new-creative-director-former-loewe-designer-adrian-appiolaza-1236156981/ |url-status=live }}

For its advertising campaigns, Moschino has been working with renowned photographers including Steven Klein (1990), Steven Meisel (1999, 2014),Cynthia Martens (4 June 2014), [https://wwd.com/fashion-news/fashion-scoops/funny-face-7709980/ Linda Evangelista and Steven Meisel Sign On for Moschino Campaign] {{Webarchive|url=https://web.archive.org/web/20240723230417/https://wwd.com/fashion-news/fashion-scoops/funny-face-7709980/ |date=23 July 2024 }} Women's Wear Daily Patrick Demarchelier (2001–2002),Luisa Zargani (20 July 2001), [https://wwd.com/feature/article-1185830-1720788/ Fall Ads, Italian Style] Women's Wear Daily Mario Testino (2003) and Peter Lindbergh (2007).Amy Wicks (2 November 2007), [https://wwd.com/feature/photographers-ad-game-478012-2050184/ Photographers’ Ad Game] Women's Wear Daily.

In a 2015 lawsuit, New York-based graffiti artist Rime claimed the Moschino dress worn by Katy Perry at the 2015 Met Gala copied his work.David Shortell (10 August 2015), [https://edition.cnn.com/2015/08/09/us/moschino-lawsuit/index.html Fashion house Moschino accused of copying graffiti artist's work] {{Webarchive|url=https://web.archive.org/web/20210817224549/https://edition.cnn.com/2015/08/09/us/moschino-lawsuit/index.html |date=17 August 2021 }} CNN. The case was settled in 2016.Rosemary Feitelberg (29 June 2016), [https://wwd.com/fashion-news/designer-luxury/street-artist-rime-jeremy-scott-moschino-copyright-lawsuit-settlement-10476118/ Street Artist Rime Settles Lawsuit With Jeremy Scott but Not Moschino] {{Webarchive|url=https://web.archive.org/web/20210817224549/https://wwd.com/fashion-news/designer-luxury/street-artist-rime-jeremy-scott-moschino-copyright-lawsuit-settlement-10476118/ |date=17 August 2021 }} Women's Wear Daily.

In 2016, Nordstrom responded to pressure from consumers and pulled Moschino's pill-themed merchandise from its shelves, amid allegations it trivialized the opioid epidemic.Phil Wahba (7 October 2016), [https://fortune.com/2016/10/07/nordstrom-moschino-drug/ Nordstrom Pulls Moschino Drug-Themed Clothing Line After Protests] {{Webarchive|url=https://web.archive.org/web/20210817224548/https://fortune.com/2016/10/07/nordstrom-moschino-drug/ |date=17 August 2021 }} Fortune.Kyle Munzenrieder (10 October 16), [https://www.wmagazine.com/story/nordstrom-pulls-moschinos-pill-themed-collection-amidst-controversy Nordstrom Pulls Moschino’s Pill-Themed Collection Amidst Controversy] W.

For its fashion show in Milan in September 2023, Moschino showed its solidarity with the Elton John AIDS Foundation, founded by Elton John, which works to help and support people affected by HIV.{{Cite web |title=Un t-shirt Moschino pour soutenir la Fondation Elton John Aids. |url=https://www.journalduluxe.fr/fr/mode/tshirt-solidaire-moschino-fondation-elton-john-aids |access-date=21 September 2023 |website=Journal du Luxe}}

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