The Italian brand Moschino is now associated with extravagant design, reflecting pop culture in a distorted mirror, a sense of humor, and an eccentricity that is clearly not missing in the current creative director. However, it was Franco Moschino who founded the brand and, just like Jeremy Scott, stood out for his extremely interesting approach to fashion.
Franco Moschino was born in Italy, in Abbiategrasso in 1950. The second half of the 20th century was a time of great and revolutionary changes in fashion, especially women's fashion. Moschino grew up in a world where the image of women was changing, and in Italy, as in the rest of the world, the idea of feminism and women's freedom began to emerge. Fascinated by the possibility of creating things from scratch, Franco Moschino initially wanted to become a painter. He was always fascinated by colors, combining them in unexpected palettes and abstract directions in art. That's why he decided to study at the Accademia di Belle Arti di Brera in Milan.
Products in the Vitkac shop:
Moschino
Printed hoodie
Moschino
Sweatshirt with logo
PERMANENT COLLECTION
Moschino
‘M’ quilted shoulder bag
Franco Moschino — Biography
What was young Franco Moschino doing? The designer's biography indicates that during his studies he worked as a fashion illustrator, creating colorful illustrations for magazines and periodicals. After graduation, he got a job with Gianni Versace, not as a designer, but as an illustrator. He carefully observed the changing directions in painting and art in general. Abstractism, avant-garde, and other new directions fascinated him and expanded his imagination.
Increasingly, however, he was fascinated by fashion in terms of creative freedom, playing with fabric, color, and style. Moschino saw that fashion gave him a very wide field to write and allowed him to create works of art that could be worn everyday. His love for eccentricity did not allow him to go the haute couture way, which in his opinion was too rigid and limited. His Moschino brand, which he founded in 1983, was immediately directed towards ready-to-wear fashion, which at that time already completely dominated the market.
Extravagance and pastiche in Moschino's style
From the very beginning, Moschino stood out with extravagant designs, colorful materials, and applications that added a unique character to the silhouettes presented on the catwalk. Although Franco Moschino's designs included elegant dresses, jeans, and other cuts, which were indeed ready to wear, the brand's DNA from the start included an original style that we still know today. Interestingly, throughout his career, Franco Moschino emphasized a somewhat mocking attitude towards fashion, especially towards sophisticated and very expensive silhouettes from haute couture collections.
Today, the Moschino brand is associated with fashion pastiche, oversized pop culture, and colorful, sometimes kitschy projects. Jeremy Scott, the current creative director of the brand, successfully continues what Franco Moschino started, who died in 1994. Jeremy Scott himself has already become an icon of fashion and pop culture, which he glorifies in his projects on the one hand, and on the other, shows in a strongly exaggerated way. Collections inspired by Barbie or McDonald’s have become an important part of contemporary fashion history. On the other hand, Moschino also creates stunning collections, such as the one inspired by Pablo Picasso, which took the breath away from the entire fashion cream in 2019.
Moschino: Polish fashion craves originality
Is everyone ready to wear Moschino designs from head to toe? Polish fashion definitely differs from what the Italian fashion house offers us. Not everyone likes unconventional and hard-to-miss projects, but you have to admit that despite this, accessories with the Moschino logo are very popular in Poland. The Polish fashion scene is enriched by eccentricity, so maybe that's why so many women and men reach for the original accessories of the Italian brand.
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