Designer Franco Moschino and Moschino brand

Franco Moschino is an Italian designer born on February 27, 1950 in Abyategrasso (Italy).

He lived a short life, but left a memory of himself with his unusual approach to fashion. His bright, upbeat and provocative designs have always attracted attention and challenged the fashionable world that adheres to traditional views.

His father ran an iron foundry. But when Franco was only four years old, his father died. As a young boy, Franco dreamed of becoming an artist. And in 1967 he decided to fulfill his dream - Franco entered the Milan Academy of Fine Arts. But they had to pay for their studies, and there was no one to expect help. Then Franco starts working as a freelance fashion illustrator. And then? ...

Further, he suddenly notices that fashion fascinates him more and more, and he already forgets about his colors and paintings. The world of fashion fascinated him - Franco falls into the power of fashion. From 1971 to 1977 Franco Moschino worked as an illustrator for Gianni Versace... His dreams were striving for more, and he starts working in the Italian company Cadette. It remains here until 1982. And in 1983, Franco already decisively founded his own company Moonshadow and the Moschino Couture label.

At first, he was attracted to denim and casual clothing for women, and he concentrated all his efforts on this line. But soon this did not seem enough to him, and the line expanded to include lingerie, evening wear and shoes. In 1986, Franco Moschino created a line of menswear and a line of perfumes, and in 1988, the Cheap and Chic line.

Franco opened his first boutique in the same 1988 in Milan. The uniqueness of its design attracts fashionistas and fashionistas in Milan. In his first collection, a quilted denim skirt appeared, along the hem of which there was nothing more than fried eggs, plastic of course. And he decorated a quilted jacket with bottle caps, earrings - in the form of plug sockets, etc.

Its design seemed to continue the ideas shocking Elsa (Elsa Schiaparelli). Both Franco and Elsa approached fashion with their own vision, they sought to give their things a kind of surrealism. Franco himself has repeatedly emphasized that he considers himself more of a decorator than a creator of new forms.

He regarded haute couture a little with derision. The phrase: "Stop The Fashion System" - "Stop the fashion system" has become one of the slogans of his advertising campaign. And on the back of an expensive jacket, he embroidered the inscription "Dear Jacket" with gold thread.

In 1989, Franco Moschino created a collection that featured women's coats made of faux fur, or rather, from the skins of teddy bears. He even liked to play a trick on fashion geniuses. For example, he created a suit in the style of Chanel, but instead of buttons he sewed on gold clothespins. The number of fans and admirers of the brand became more and more. They besieged the designer's boutique to buy the original Moschino. In every thing Franco put a meaning, an idea. It was the idea that was important to him. Therefore, the fashion game has always been successful.

Looks from the Moschino collection

He laughed not only at fashion, but also at those who were close to it from one side or the other. His slogans became very popular, and at one of the shows he completely surprised everyone. On the chairs where the fashion editors were supposed to sit, he left boxes mooing like hoofed animals, implying that those who were supposed to sit in this place could hardly say or come up with something original. The act was very offensive, but it turned out that no one was offended by Franco. His jokes were always perceived in this way, apparently knowing his benevolent nature.

He wanted people to take fashion less seriously and not be so fanatical about labels. After all, fashion should be funny - Franco thought so.Therefore, the elegance and rigor of the brand's products have always been accompanied by amusing details.

Franco Moschino dreamed of a new collection in which he wanted to use environmentally friendly paints and fabrics. But ... His health was weakened by AIDS, and on September 18, 1994, Franco died of a heart attack.

Moschino collection show

Rossella Giardini took over the management of the company. She served as creative director and began working with Moschino back in 1981. When Franco Moschino passed away, many said that the brand would not survive without its leader. But Rossela and the entire brand team decided to continue working.

Today, many of those who remained in the company then work with Rossela to this day. And what is now being created by the brand is dedicated to Franco Moschino. His Moschino brand lives on. "... My goal today is to maintain a high level of the brand, its corporate identity ..." - says Rossella Giardini.

The company founded the Franco Moschino Charitable Foundation to help children with HIV and AIDS.

Since 1999, the Moschino brand has been owned by Aeffe SpA.

Perfumery
Moschino fragrances are fragrances with delicate flowers - white roses, tuberose. They convey the dream, the dream of the Moschino brand.