Moschino



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Moschino

Moschino, a fashion show produced by the highly regarded Aeffe SpA, attracted media attention for the designer’s persistence in appropriating garments as sign boards of irreverence and irony. In 1989, Moschino’s signature line, Couture, was introduced during the “XX Olympics of Fashion.” His second line, labeled Cheap and Chic, was introduced in 1988. During that unforgettable runway presentation, safety pins adorned evening clothes and garbage bags replaced woven fabric, reflecting surrealism and dadaism. Moschino previewed his Uomo menswear in 1986 and followed it with his Diffusion line in 1999. Superbly cut styling for Jeans Uomo arrived in 1996.
The introduction of each of Moschino’s lines featured accessories, fragrances, swimwear, eyewear, men’s and women’s clothing, and most notably jeans. Designs were provocatively and playfully posed in artistic vitrines, store interiors, showrooms, and even a corporate office. Vignettes are still represented as formidable instruments of communication for Moschino’s acerbic wit, passions, and politics.
In 1999, skilled designers and artisans revisited Moschino’s iconographic themes; using unorthodox methods, they updated the decor of the original showroom and the retail store. Aware of the company’s historic sense of humor and irreverent approach to design, designers enlarged and renovated the Milan office space-including the corporate office, showroom, and design studios-and installed amusing sculpture and artistic, structural detailing.
Since Moschino’s death in 1994, due to complications from AIDS, the company’s creative force, Rossella Jardini, has preserved the Moschino traditions and message in the global market, with an emphasis on trade. In 1999, ownership of the company was transferred to the manufacturer Aeffe SpA.

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Product Description

Moschino, a fashion show produced by the highly regarded Aeffe SpA, attracted media attention for the designer’s persistence in appropriating garments as sign boards of irreverence and irony. In 1989, Moschino’s signature line, Couture, was introduced during the “XX Olympics of Fashion.” His second line, labeled Cheap and Chic, was introduced in 1988. During that unforgettable runway presentation, safety pins adorned evening clothes and garbage bags replaced woven fabric, reflecting surrealism and dadaism. Moschino previewed his Uomo menswear in 1986 and followed it with his Diffusion line in 1999. Superbly cut styling for Jeans Uomo arrived in 1996.
The introduction of each of Moschino’s lines featured accessories, fragrances, swimwear, eyewear, men’s and women’s clothing, and most notably jeans. Designs were provocatively and playfully posed in artistic vitrines, store interiors, showrooms, and even a corporate office. Vignettes are still represented as formidable instruments of communication for Moschino’s acerbic wit, passions, and politics.
In 1999, skilled designers and artisans revisited Moschino’s iconographic themes; using unorthodox methods, they updated the decor of the original showroom and the retail store. Aware of the company’s historic sense of humor and irreverent approach to design, designers enlarged and renovated the Milan office space-including the corporate office, showroom, and design studios-and installed amusing sculpture and artistic, structural detailing.
Since Moschino’s death in 1994, due to complications from AIDS, the company’s creative force, Rossella Jardini, has preserved the Moschino traditions and message in the global market, with an emphasis on trade. In 1999, ownership of the company was transferred to the manufacturer Aeffe SpA.

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