MOSCHINO
MILANO FASHION KILLS
contents 01 ABOUT 02 WHY MOSCHINO?
03 FRANCO MOSCHINO 04 ROSSELLA JARDINI 05 PRODUCT LINES 06 JEREMY SCOTT 07 BRAND IDENTITY 08 BRAND CONSUMERS 09 BRAND POSITIONING 10 MARKETING STRATEGY 11 MOSCHINO MUSES 12 CAPSULE CONTROVERSY
ABOUT Moschino is an Italian luxury fashion house, specializing in ready-to-wear, leather and fashion accessories, shoes, luggage, and perfume etc., founded in 1983 by Franco Moschino. It all started in 1983 when Franco Moschino left his job as Gianni Versace illustrator to create a brand with his own signature, eccentric! Moschino’s success was built on the fact it grabbed attention, from its clothes to its campaigns. Franco’s social awareness and criticisms of the fashion industry were portrayed through his work, which set Moschino apart from the rest of the luxury brands at the time. The Moschino label is known for its irreverent, surreal take on fashion. Through the years, the collections have often included tongue-in-cheek items like a cashmere jacket reading “rich bitch” or a T-shirt sporting a television tuned to “Channel No. 5” (for which Chanel sued). Rossella Jardini, Franco’s former assistant, has served as the label’s creative director since Moschino’s death in 1994, turning out playful, wearable collections. The brand has been part of the Aeffe fashion group since 1999. Moschino has grown into a global brand with multiple lines such as Moschino- main line for men and women; Moschino Cheap and Chic, Love Moschino, Moschino Jeans and its extremely lucrative fragrance label.
WHY MOSCHINO? Much-coveted and copied, its kudos was unassailable, not least for the way it provoked debate. Even the correct pronunciation of the name was a source of some dispute. With multiple sub-brands and licenses and even a hotel, Moschino has expanded further than anyone foresaw, but its sass and wit remain rare attributes in Italian fashion, where sleek and sexy are so often the order of the day. Franco Moschino burst on to the scene with his eponymous label in 1983, and it didn’t take long for stetsons, shopping bags, slogans, question marks and cow print to become signatures of his catwalk shows.
“Franco felt that people should dress as they want, not as they should,” says Jardini, and it’s true that Moschino’s message was just as important as the surrealist and ironic creations he used to convey it. Details such as a belt that spelt out ‘waist of money’, or a singed shirt with ‘too much irony’ sloganed on the back, were snapped up by those who wanted to show that they were in on the joke. But Jardini is keen to clarify that it was not Franco’s aim to make fun of the way that people themselves dressed – rather to poke and prod at planet fashion. “He liked the idea of people being free to dress as they wanted,” she says. “It was liberating for him.”
“IF YOU CAN’T BE ELEGANT, AT LEAST BE EXTRAVAGANT.” - FRANCO MOSCHINO
FRANCO MOSCHINO (1983-1994) In 1968, Franco Moschino ran away from home to Milan where he enrolled at Accademia delle Belle Arti in Milan. To finance his studies, he worked as a freelance fashion illustrator for fashion houses and magazines. After completing his schooling in 1971, Moschino became an illustrator for Gianni Versace, and continued to work for him for another six years. From 1977 to 1982, he designed for the Italian label Cadette. He founded his own company, Moonshadow, in 1983 and launched the Moschino Couture! label that same year. At first, he designed casualwear and jeans, but his line eventually expanded to lingerie, eveningwear, shoes, menswear and perfumes. In 1988, he launched a less expensive Cheap and Chic line. His designs were very innovative and unusual such as quilted black denim miniskirt with plastic fried eggs decorating the hemline, quilted jacket decorated with bottle tops, plug-socket drop earrings, and bodices made out of safety pins.
He also spoofed high fashion lines through his clothes. For example, “Expensive Jacket” was embroidered in gold across the back of a cashmere jacket, and “Bull Chic” on a matador-styled outfit. He also mocked the fashion classics such as the Chanel jacket with garish trimmings and details. Ironically, many rushed to wear his clothes, thus becoming successful and famous in the industry he satirized.
ROSELLA JARDINI (1994-2013) After Franco’s untimely death, his assistant Rossella Jardini, took on the position of Creative Director from 1994-2013. RossellaJardini was Franco Moschino’s right-hand-woman; in his absence, she was appointed the brand’s creative director, taking control of a brand that had become known for accessorising its clothing with wry social commentary. Though she may not put pen to drawing board, she supervises a talented group of designers, window dressers, and image makers for the house. “They see me as a type of muse,” she says of her team. But it is her unique eye that has specifically kept the witty spirit of Moschino alive.
product lines
Moschino has grown into a global brand with multiple lines such as Moschino- main line for men and women and kids; Moschino Cheap and Chic, Love Moschino, Boutique Moschino and it’s extremely lucrative fragrance label
JEREMY SCOTT (2014-present)
In 2014, the brand had a massive injection of fresh energy when they announced fashion designer Jeremy Scott would be taking on the role of Creative Director. In tow with Jeremy also came his celebrity following of Miley Cyrus, Rihanna and Katy Perry. Jeremy began his Moschino career with a witty bang with his “Fast Fashion” capsule collection that played on McDonalds. The least likely association you could ever think of and that is exactly what Moschino epitomizes; breaking barriers, making fashion fun and not to take life so seriously. We couldn’t think of a motto to live by!
Since Jeremy Scott took on the role as creative director in 2013, Moschino has catapulted itself into the spotlight with its logoed designs, slogan T-shirts and pop-culture favourite phonecases being spotted on everyone from Rita Ora to Scott’s other BFF and collaborator Miley Cyrus - but being Italian fashion’s naughty little sister is nothing new for the brand. Already blessed with a knack for tongue-in-cheek dressing for his own label, Scott has embraced the “more is more” nature of Franco Moschino’s original aesthetic making the brand one of the industry’s most talked about once more.
“WORKING WITH MOSCHINO, A REAl high fashion italian brand, maybe i’m under tighter deadlines, but sometimes under tight deadlines, you do your best work.” - jeremy scott
Over the last few seasons we have seen Moschino re-interpret the iconic logos of Barbie, McDonalds and Coca Cola while most recently Scott sent down street-wear styling down the catwalk illustrated with Looney Tunes characters. This has only increased the popularity of the vintage designs, satin-printed Moschino trousers and logoed denim are some of the Internet’s most coveted internet steals.
BRAND IDENTITY
The Brand Identity explores the way in which a brand portrays themselves to their consumers. In order to do this, they use a multiple range of techniques from colors, names, symbols, to even the font. This is what allows the buyers to remember the brand. Franco Moschino was once quoted saying “I think fashion is something you can laugh about forever, but in the end, it’s the most difficult to laugh at because people take it so seriously” this quote signifies what he wanted to render within his brand. Moschino is a reflection of the man, Franco Moschino himself. It uses the font Bebas Neue which has now become appreciable to the Italian brand. Keeping it simple yet versatile with monotone corporate colors, an imitation of the contrast Moschino has with the fashion world. Moschino’s two backward question mark logo is often found in stores around the globe, a branding that most believe to be a representation of Franco’s personality and question to the fashion industry shining through.
BRAND CONSUMERS
Moschino has a specific target audience in mind when it comes to their creation process. With a range of contemporary and pop cultural ideas demographics show it focuses on a clientele of 21-33years. These consumers are motivated by self-expression and individuality, they hold in high regard the unconventional side of the brand while seeking elation and adventure. Moschino is a luxury brand that appeals to a target audience of young individuals with a high income. It has been shows that a broad range of consumers seek the more affordable accessories for they showcase a statement as well as exalt creativity. Compared to other luxury brands Moschino is seen as a more affordable fashion house. Moschino being a fresh new take on luxury brand, appeals to celebrities and their followers, artists and people who work within fashion and entertainment industry.
BRAND POSITIONING The brand positioning is the focal point for consumers in which category they believe the brand may fall into. A strong brand position is one that sustains in the mind of the consumer with a credible and unique focal point. These may include where in the current market the brand sits and how they compete and stand out against fellow competitors. Moschino being a premium Italian brand shares a market with a vast number of competitors from the likes of Miu Miu, Armani, Dolce&Gabbana. With a unique selling point of being witty and surrealist it is able to reinterpret the classics allowing excitement for the consumers, as well as keeping them curious and wanting more.
Moschino remains pertinent on the emotional, sensual perception that has often been criticized in the fashion industry. With the ability to observe the world around them and the issues at hand, the Italian fashion house is able to showcase fashion whilst at the same time portray an important message. For example Moschino’s A/ W14 collection ‘fast fashion’ which was Jeremy Scott’s first debut collection as a creative director. Allowing people to feel like they are campaigning against causes while at the same time remaining fashionable could be the reason Moschino’s profits are rising at an average of three percent since 2014.
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MARKETING STRATEGY. MARKETING STRATEGY. MARKETING
G STRATEGY. MARKETING STRATEGY. MARKETING STRATEGY.
ADVERTISING
Moschino uses a range of mediums for communication from billboards, online banners, to even radio (2009). The platform frequently used by the brand for advertisement is in fashion magazines like Vogue, Harper’s Bazaar, and Elle. Advertising through print media in magazines enables them to directly connect with their target audience. In late 2015 Moschino aired a television advert showcasing a young male playing with a Barbie, this broke down the stereotypical boundaries of male and female toys. The ‘Moschino Barbie’ completely sold out within the first hour which made this Moschino’s most successful ad campaign.
moschino muses Jeremy Scott has built a career around a singular brand of pop-culture alchemy—turning kitsch into fashion-world catnip—with wild-ride Moschino collections riffing on everything from road signs to fast food. Models dial up the Plasticine charm with bouffants or doll lashes, but the designer’s eye for theatricality isn’t relegated to the runway. Whether filling the front row or sparking double takes on the red carpet, his coterie of offbeat beauty muses illustrates that more is definitely more.
more is more!
If the DNA of a Scott favorite is a certain fluorobright magnetism, Miley Cyrus is one shining example, with the confidence (and color fidelity) to combine a baby-pink braided topknot, lipstick the shade of bubble gum, and a bikini layered with breezy mesh coverups. Fellow singer-songwriter Katy Perry—a beauty chameleon in her own right—puts the la garçonne look into overdrive with a ’60s-inspired coif and serious décolletage. And K-Pop star CL’s screen-siren-red lips and
heavily lined eyes, partially obscured behind an asymmetrical swoop of silver hair, call to mind Old Hollywood—only with a stole of mass-produced teddy bears where the mink would be. Taking a page from these nine Moschino stars isn’t about adopting any one element; let Paris Hilton relish her own blonde pageant curls. Here, the message of playful individualism and twisted glamour offers a chance for reinvention. The game of risk and reward starts now.
recognized print ads
CAPSULE CONTROVERSY The Spring/Summer 2017 Capsule Collection featured prescriptionthemed apparel-- everything from clutches with drug capsules embedded in them, to pill-decorated dress and actual prescription bottle handbags. Anti-drug activists have claimed Jeremy Scott, Moschino's creative director, has glamorized drug culture through this collection. The activists have moved to persuade major department stores to stop selling the controversial collection. The controversy most notably started by Randy Anderson, an addiction counselor in Minneapolis. He started an online petition via Change.org. Anderson, a recovered drug addict himself, writes, "These accessory items you are choosing to market and sell to the public for profit... will most likely promote more drug use. Do you have any idea of the message
your company is sending to those who have suffered the loss of a loved one due to a drug overdose? Have you not seen the countless number of media reports on overdose deaths from prescription pain medication, including the rock and roll icon Prince? Do you have no moral responsibility in what type of products your company promotes for public use?" In Moschino’s defence "There was never any intent to promote prescription drug abuse. The Moschino capsule collection was inspired by a play on the word 'capsule' translated literally as a collection of 'capsule-themed' products... We are disheartened to hear that there has been a misunderstanding of the underlying theme of the collection."Scott explained, "It’s literally a collection of capsules. I always say, fashion is the only drug I do. It keeps me going."
“good taste doesn’t exist. it is our taste. we have to be proud of it” - FRANCO MOSCHINO
Too much irony!