Moschino picks China over Milan for menswear show

On June 13 Moschino will show off its latest menswear collection for Spring/Summer 2014 alongside its latest women’s Pre-Fall collection on the Bund Beach in China’s economic metropolis. As an additional treat, there will be a medley from the brand’s extensive archives. 

It’s a real break with tradition for the label, founded by the late Franco Moschino back in 1983, which has until now shown menswear in the Italian fashion capital Milan:

“This is an exceptional decision. We decided that since we were showing the men’s collection in Shanghai, there was no point in showing it again in Milan a few days later,” a spokesman for Aeffe, Moschino’s parent company, told WWD.

Despite the one-season snub, Moschino has confirmed that it will be returning to a regular slot at Milan for future collections. China is an increasingly popular destination for fashion show re-runs and one-off events (Dior has reshown both men’s and women’s collections in the country this year) but it is a rarer occurrence for a major Italian brand to debut a collection in the Far East. With menswear undergoing a general boom especially in Asia, it could be a growing trend.  

jt/cm