MOSCHINO

It was 1983 when Franco Moschino presented his first women's collection during Milan fashion week. The success he achieves by bringing his ideas and his way of seeing fashion on the catwalk is unparalleled.The years passed and Franco Moschino remained on the crest of the wave, to the point that in 1985 he added a men's prêt-à-porter line to the women's collections.Making fashion affordable for everyone, creating unconditionally and making sure everyone can enjoy it: this is the philosophy of the designer, this is what he worked for every day. His sacrifices and ideals took life concretely in 1988, when Franco Moschino launched a new brand Cheap and Chic woman and Cheap and Chic man. A revolutionary clothing line in every way, especially in the price. Cheap and affordable for anyone who could appreciate his style and his way of doing fashion.His vision of fashion was in contrast to the surrounding atmosphere. In 1991 he stopped the catwalk, cause the year after he took the ecological and moral choice to launch a provocative decision for an advertising campaign.A determined man, out of the ordinary and extremely imaginative, Franco Moschino succeeds in giving fashion a wave of novelty: “playing and having fun” while keeping his feet on the ground was his motto.In 1994, just over ten years after the birth of his Maison, Franco Moschino was seized by a heart attack and died. The creative direction is entrusted to Rossella Jardini, the right arm of the designer. 1999 is the year of change. The company is taken over by Aeffe who, as a first commitment, requires opening boutiques throughout the world. October 28th 2013 is a date to remember at Moschino: after 19 years of creative direction, Rossella Jardini gives the baton to the young, talented designer Jeremy Scott.