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Moschino is a world famous brand established in 1983 by Franco Moschino in cooperation with Versace fashion house. The key designer idea and motto of the company was creation of everyday clothes. Franco Moschino was against luxury and expensive models, which contributed to the success of his brand by the customers.

Franco Moschino was born in 1950 in a small Italian town of Abbiategrasso near Milan. The boy was keen on painting and made up his mind to become an artist. In 1967 he went to study in Milan Fine Arts Academy and began to draw fashion sketches and illustrations for fashion houses and magazines to pay for his studies. Moschino’s sketches were noticed by young Gianni Versace who worked on clothes collections for many famous fashion houses in the 1970s. And later when Versace created his own company he employed Moschino as a designer.

The company Moschino established in 1983 was called “Moonshadow”. It was later renamed in “Moschino Couture” when Franco decided to create street wear.

In 1986 Moschino presents its first collection of women’s tailor made jeans clothes and an underwear line Moschino Uomo. The company develops rapidly adding accessories lines to its new collections and in 1987 a perfume line is also presented. The first Moschino boutique is opened in Milan and clothes line “Moschino Cheap and Chic” is presented. The clothes are decorated by fake furs. In 1994 “Ecouture” line is established representing an ecological collection based on the use of environmental friendly materials and colors.

Collections by Moschino are characterized by a bit ironical and creative manner, mixing lifestyle and fashion. Passion, emotions, colors of clothes manufactured under this brand give those who wear it pleasure and positive mood. However, clothes by Moschino are also known as provocative and disrespectful of authorities. Prominent couturiers didn’t like this upstart, but the public adored Moschino and his fashion, and many celebrities started to wear Franco’s creations.

Unfortunately the designer died very early, at the age of 44. After his death his company was inherited by his two closest brothers-in-arms chief designer Rosella Jardini and executive director Marco Gobbetti. Today the do their best to preserve extravagant spirit of Moschino’s collections.

In 2001 the trademark was bought by growing empire of Aeffe Spa, however, Jardini is still creative director of Moschino and she is the person who has given the brand its second breath. It grows and develops further, only in 2007 sales volume of Moschino has come to 187 billion dollars.

Today the brand is represented in three main lines: Moschino, Cheap and Chic and Love Moschino. Moschino Main Line is the most expensive of three lines and the clothes it includes is very respectable. Moschino Cheap and Chic presents democratic clothes for the middle class. Love Moschino is a world famous brand of Moschino Jeans which was renamed in 2007. Moschino Jeans concentrates on women’s and men’s made to measure jeans. The renewal of company logo is part of the plan which serves development of the trademark on international markets. However, not only the name of the brand was changed, collections of clothes manufactured under it were changed as well.

Charismatic innovative and creative approach is typical for Moschino design. Eclectic world by Moschino includes jeans, casual wear as well as evening wear, shoes, ties, underwear, sunglasses, watches and perfume. The creation of Franco Moschino goes on with its development presenting more and more models and always inventing something new.

Moschino brand has its shops in the biggest cities all over the world, for instance, Rome, Osaka, Las Vegas, Abu Dhabi, Moscow, London. The motto of the company says: “Fashion is what you like!” Customized denim by Moschino is worn by many celebrities, like Uma Turman, Kaily Minogue, Nicole Kidman, Beyonce and Paris Hilton.

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