Love Moschino

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  Women Love Moschino Dresses
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  Women Love Moschino Skirts
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  Women Love Moschino Vests

Franco Moschino – the founder of Moschino fashion empire.

Everyone knows that love is in the air whenever Moshino comes out with a new collection, but when Love Moschino entered the scene, all of us started really fall in love with the line. Love Moschino is not a new line launched by the famous Italian fashion design house created by fashion iconoclast and brilliant fashion designer Franco Moschino. On the contrary, Love Moschino is the lovely new name for Moschino Jeans, the clever sharp and edgy women’s and men’s diffusion line, which first entered the fashion scene in 1986.

The chic and irreverent style put forward by Love Moschino and, in fact, by all Moschino’s labels, fragrances and jewelry resides in the personality of the brand’s creator, Franco Moschino. Therefore, in order to understand why Love Moschino is so irresistible today, you must first know and understand the fashion maverick that was Franco Moschino.

Franco was born in 1950 in Abbiategrasso, a small industrial town in Italy and displayed at an early age a unique talent for drawing. In 1967, he went to the Accademia di Belle Arte in Milan hoping to become a painter, but was drawn into the glamorous world of fashion. In order to pay for his studies, Franco started sketching some fashion designs and illustrations for fashion houses and magazines. And from 1971 to 1977 he drew for all Gianni Versace’s advertising campaigns. In 1983, Franco founded his own company called Moonshadow and launched Moschino Couture. His first fashion show at Milan was a hit and in a short time, Franco earned fame and the nickname “The Court Jester” or “Fashion’s Bad Boy” for his highly provocative and irreverent style.

In 1988, Moschino’s Cheap and Chic women’s secondary line was launched together with the fake-fur “For Fun” range of garments and the first Moschino boutique in Milan. Franco Moschino conducted an open war against the incarcerating and consumerist fashion industry through his witty and ironic fashion shows and aggressive advertising campaigns. However, he didn’t succeed to demolish fashion industry. In fact, to his surprise, he became a loved and respected fashion designer. In 1994, Franco released Ecouture, an ecologic collection featuring only environmentally friendly fabrics and dyes. Franco died the same year of a heart attack at the age of 44. Today, his friend and collaborator Rossella Jardini continues his legacy with huge success.

Love Moschino. Forever in love with style.

Moschino Jeans, today re-branded as Love Moschino, was launched in 1986. Since then until 2008, Moschino Jeans followed closely the avant-garde style developed by Franco Moschino. Eclectic and irreverent garments and accessories for both fashion forward men and women were made available at affordable prices by Moschino Jeans. With Autumn/Winter 2008 – 2009 pre-collection, Moschino Jeans became Love Moschino without losing its original attitude. Massimo Ferretti, president of Moschino’s parent company, AEFFE Group explains why the change. “The re-updating of the logo is part of the development plan regarding the Moschino world at a time of great brand visibility and growth on the international market. Furthermore, Love is one of those iconic words of the fashion house which can convey a feeling and communicate a positive message.”

In 2009, Love Moschino is the vibrant soul of Moschino’s brand and loudly states the core values of the brand: fun, irony and positive feelings. And by boldly mixing strong and delicate colors such as irradiant purple and fragile white or beige, Love Moschino puts forward a younger collection. So, if you like to be irreverent in a creative way, try some new styles from Love Moschino online at DJPremium.