THIS IS NOT A MOSCHINO LOOK BOOK
Title of project : COURSEWORK 1 Adobe InDesign Student's full name : anahita yahyaei Course and Level, year BA Fashion marketing & communication Level 5, 2018-2019 Module title : 5FAMK003C Visual and video techniques Subject Coursework : CWK1 Teacher : Nicolas Godon Word count:
1.Corporate Profile 2.Market Position 3.Current Situation 4.Communication Background 5.The message 6.Goals 8. Target Audience 7.Inspiration 9.Editorial Brief 10.The Styling 11.Model Casting 12.Hair & Makeup 13.Location & Prepration
MOSCHINO
m o s c h i n o
MOSCHINO
Corporate profile
Moschino is one of the greatest Italian fashion houses and worlds fashion brands. It represents high fashion but it certainly stands out from other luxury brands and that easy to notice. (academia. edu,2018) Moschino is one in all the best Italian fashion houses and worlds fashion brands. (academia. edu,2018) It represents haute couture however it definitely stands out from different luxury brands which straightforward to note. Franco Moschino was born on February 27, 1950, in Abbiategrasso, Italy, and died on September 18, 1994 in Milan. (academia. edu,2018) He studied Fine Arts at the Accademia di Brera then after He was noticed by famous fashion designerGianni Versace and invited to work for him from 1971 untill 1977 as illustrator and created brand with his own signature.(academia.edu,2018) He founded his own company, Moonshadow, in 1983 and launched the Moschino Couture label that same year. (academia. edu,2018) In 1983 and launched the Moschino Couture label that same year.
Then lines like Cheap & chic, founded in 1988, and Moschino Jeans came. This fashion label forever has been considered as innovative and generally eccentric that was enough for success. Franco created himself and his brand value of attention due to his social awareness campaigns and criticisms of the fashion business. (academia.edu,2018) After Franco’s death, his former assistant, became creative director become Rossella Jardini and she’s still on it position. She manages to keep Moschino vogue profile and philosophy, philosophy “chic is freedom”, the key of fashion that lies in combining garments and carrying them for pleasure. (academia.edu,2018) Noted for his innovative, colourful - typically eccentric - styles, for his criticisms of the fashion industry and for his social awareness campaigns within the early Nineties., unchanged for twenty eight years. (academia.edu,2018)
MOSCHINO
Market position
Moschino labels are owned by Moschino SpA Company that’s responsible for brands activities and communication. There are three labels of this fashion brand: Moschino- main line for men and women; Moschino Cheap and Chic– secondary women’s line, launche in 1988; Love Moschino– women’s and men’s Moschino Jeans line from 1986, changed in 2008. (Katarina Radovic,2011) Moschino labels area unit owned by Moschino SpA Company that’s to blame for brands activities and communication. There area unit 3 labels of this fashion brand: Moschino- has its own line for both men and women; Moschino low cost and Chic– secondary women’s line, launche in 1988; Love Moschino– women’s and men’s Moschino Jeans line from 1986, modified in 2008.(Katarina Radovic,2011) Besides fashion this brand is leading as fragrance label with its twelve perfumes.Some of their Cheap & Chic fragrance line are inspired by Olivia, girl of Popeye the Sailor, and She is the proper representer of Moschino Everything single thing that Moschino creates suites her personality perfectly, obviously if she makes any change in her her regular red and black combination style. It’s all about girlish, flaunting but still provocative look,and that is exactly what Moschino brand is all about which they use it prettily in the Brand’s identity and advertising an thats what makes the brand super recognisable and different from the other high fashion brands.(Katarina Radovic,2011)
MOSCHINO
Current Situation
In November 2018 Moschino launched a limited collection by collaborating with the Swedish high street chain H&M.
This collaboration Called Moschino [tv] H&M, the collection will feature Moschino’s signature cartoon prints and bold colours, as well as bringing back designs from the brand’s previous collections. It bring out the best combination of fast fashion products and luxe design. The brand’s signature playfulness together with H&M affordable products would make an amazing work. Of the partnership, Scott revealed in a press release, “I am so excited about MOSCHINO [tv] H&M. My life’s work has been to connect with people through fashion, and with this collaboration I’ll be able to reach more of my fans than I’ve ever had the ability to do.”(BBC,2018)
COMMUNICATION BACKGROUND
The brand has had so many collaboration and activities with different brands out of all these collaboration some PR event and advertising came out such as Moschino X Mollino Summer Shopping Events which was organised by AMP3 Public Relations ,The events took place at the SoHo store in NYC on July 25th and the West Hollywood location on July 28th. The brand always choose unique way of communication with its audience which we can notice that even with their different adverting campaigns. Another example is FO the 2016 Fall Brand channeled the brand's somewhat riotous reputation. The Italian band has simply revealed the Moschino Fall 2016 advertisement battle shot by Steven Meisel. Inventive chief Jeremy Scott tapped a cast of eminent models including Raquel Zimmermann, Stella Tennant, Anja Rubik and Anna Cleveland. Clad in biker coats, peplum skirts, cowhide boots and deconstructed outfits, the ladies splash paint, obliterate vehicles and growl for the camera's focal point. (lesfacons,2017) Taking heavy hammers to vehicles, tossing pastel-shaded smoke bombs and labeling dividers with bright graffiti the Moschino lady still keeps up her allure with cowhide purses and elbow-length gloves styled via Carlyne Cerf de Dudzeele. (lesfacons,2017) As is regularly the situation with Moschino notices, the juxtaposition of glitzy and now and again absurd attire combines well with a surprising, grittier background. That was the expectation, without a doubt, and Scott's revolters look good to go. (lesfacons,2017) Since its dispatch in the mid 1980s, the Italian brand has manufactured a realm on kitsch and whimsy, a stylish Jeremy Scott has just uplifted in his time as creative director.(lesfacons,2017)
MOSCHINO
“Fashion should be fun, and it should send a message. I like to use clothes as billboards.” - Franco Moschino
MOSCHINO
THE MESSAGE Moschino brands message from the begining of its foundation was about spreading joy and happiness through dress. “I have to stay super positive, because I have to give that positivity to people.� Says jermey scot. (Laura Mclaws Helms,2018) Moschino and Scott share the same vision baout the world the dream of a world full of love and laughter, which they both have endeavored to accomplish through a capricious, energetic way to deal with form and life that can be viewed as a rebellious attack against bureaucratic political frameworks(and even the fashion system itself).((Laura Mclaws Helms,2018)
MOSCHINO
Goals Moschino's unique and special style always surprises everyone. The brand has its own sense of humour combined with magical colour pallet,all mixed with provocative attitude. Moschino clearly present what fashion definition is about. Brand's collections are playing with material and shapes. Moschino's ultimate goal has been and will always be every girl's- its sophisticate but different, classic but extravagant. In their garments they always use beautiful candy colours to remind us of life's sweetness and bring of the happiness in our clothing.(Aacademia,2018)
Target audience Female teenager and adult between 17 to 40 High income Modern and professional , creative cosmopolitan Unique and colourful style Premium publication and fashion Magazine readers Ffew reaction to price Brand Loyalty
INSPIRATION The main inspiration of the brand comes from combination of pop art and the clam minimal Scandinavian design in the nowadays urban lifestyle
MOSCHINO
Editorial Brief Moschino brand will have a new collaboration with IKEA the well known Scandinavian furniture and home design company.In this collaboration the brand will extend its creativity and bold colours combined with IKEA designs and logos. The Inspiration will come form urban life mixed with the simple Scandinavian designs Style. The Harmony of this totally diverse designs would make an incredible Line of creativity and a new step toward opportunities for both brands. In this collaboration designers will try to show the IKEA logo as much as possible towards Moschino style of Using logos and the POP ART. The Location and Photographies of this campaign will completely cover both brand cultures in details.
MOSCHINO
Designer: Jeremy Scott Photographer: Steven Meisel Fashion Editor/Stylist: Carlyne Cerf De Dudzeele Hair Stylist: Guido Palau Makeup Artist: Pat McGrath Casting Directors: Piergiorgio Del Moro, Samuel Ellis Scheinman Models: Gigi Hadid, Bella Hadid, Fran Summers, Vittoria Cerett
Location campaigns photoshoot will take place inside of main Ikea stores in Stockholm
MOSCHINO
editorial preview
look book Moschino x Ikea
MOSCHINO
MOSCHINO
MOSCHINO
bibliography Dorothy Arhin. (2018). Moschino/ Hermes : comparative positioning and consumer analysis. Available: http://www.academia.edu/23570296/ Moschino_Hermes_comparative_positioning_and_consumer_ analysis . Last accessed 31st jan 2019 . KATARINA RADOVIC. (2011). Moschino. Available: https://www.brandingmag.com/2011/09/18/moschino/. Last accessed 31st jan 2019 unknown . (2016). https://lesfacons.com/2016/06/27/moschino-fall2016-ad-campaign/. Available: https://lesfacons.com/2016/06/27/ moschino-fall-2016-ad-campaign/. Last accessed 31st jan 2019 . unknown . (2018). H&M announces Moschino as next designer collaboration. Available: https://www.bbc.com/news/newsbeat-43774586. Last accessed 31st jan 2019 . https://wordpress.com/block-editor/post/moschinoxikea.wordpress.com/45