Moschino

Founded by Franco Moschino in 1983

Franco Moschino pursued a career in fine arts, enrolling at Milan’s Accademia delle Belle Arti in 1967 with aspirations of becoming a painter. To support his studies, he worked as a freelance fashion illustrator. However, his passion soon shifted from paint to fabric.

He began his career as an illustrator for Gianni Versace and later started designing for the Italian company Cadette in 1969. In 1983, Moschino established his own label, Moonshadow, which quickly evolved into Moschino Couture! In 1987, the brand launched its first women’s fragrance, followed by the introduction of a more affordable line, Cheap and Chic, in 1988. Two years later, the first male fragrance was unveiled.

Franco Moschino became known for his satirical style, often incorporating playful and witty phrases on his clothing, mocking traditional fashion. He earned a reputation as a “self-styled court jester” in the fashion world.

Sadly, Franco Moschino passed away from a heart attack on September 18, 1994. His former assistant, Rossella Jardini, assumed the role of creative director.

Under Jardini’s leadership, the brand shifted away from its ironic approach. In 1999, the Aeffe fashion group acquired the company. Moschino went on to design outfits for prominent figures like Kylie Minogue, the 2006 Winter Olympics opening ceremony, and Madonna’s 2008 Sticky & Sweet Tour.

With clients including Zara Phillips and Gwyneth Paltrow, Moschino expanded its offerings to encompass men’s and women’s clothing, childrenswear, accessories, footwear, fragrances, cosmetics, and jewelry.

In October 2013, Jeremy Scott was appointed as creative director, succeeding Jardini. Under his direction, Moschino Cheap and Chic was rebranded as “Boutique Moschino,” targeting a wider audience with more affordable pricing.

Jeremy Scott gained recognition for designing special outfits for artists’ world tours, such as a smiley face-themed ensemble for Katy Perry’s 2014 tour and a Swarovski crystal-adorned one-piece outfit for Madonna’s 2015 tour.

In 2018, Moschino collaborated with H&M to bring its designs to a broader audience. They also partnered with EA Games for a Sims 4 collection, featuring pixelated illusions inspired by the video game.

Moschino made waves at the 2019 Met Gala, with Katy Perry wearing a chandelier-inspired gown and Kacey Musgraves appearing as a life-size Barbie, both creations by the brand.

In 2021, Aeffe S.p.A. acquired the remaining 30 percent stake, solidifying their ownership of the brand.

However, in March 2023, Jeremy Scott, the creative director, announced his departure from the position.

Moschino Biography