Moschino

Fashion house founded by Franco Moschino in 1983, born in Abbiategrasso in 1950, Franco studies at the Academy of Fine Arts in Milan to realize his dream: to become painter, which is why the prints and the color will characterize the brand. He accidentally approaches the world of fashion, to pay for his studies he works as a freelance illustrator for important magazines, in 1971 he collaborates with Gianni Versace and after a few years he becomes the designer of the Cadette brand until 1982. It was the turning point, after the birth of the Moschino woman line, the first men's collection was born and in 1986 the Moschino jeans line. Colorful and exaggerated dresses parade that reflect the 80s taste, every detail on the designer's garments represents a precise meaning by announcing the REINVENTION that fashion will follow in the following years. He was among the first to understand the success of the second lines, so in 1989 Moschino Cheap and Chic was born, for men and women. The first stores were born in Italy, between 1989 and 1990 while Franco Moschino embarked on a tough campaign, launching what would become a custom for other brands as well. He died prematurely at the age of 44, in 1994. He continued the stylistic path, Rossella Jardini, friend and his right arm. In 1999 the Maison was taken over by the Aeffe group but continues to preserve the historical symbols of the brand: the lines, the polka dots, the fruit, the harlequin print, the heart and the symbol of peace.