• Alexandra Atach

Moschino is one of the greatest Italian fashion houses and worlds fashion brands. It represents high fashion but it certainly stands out from other luxury brands and that easy to notice.

Special Editorial for Special Clothing Boutique.

Idea, styling, photography: Alexandra Atach

Model: Noyemi Pia


Location: Pammuq Antalya

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.

Encouraged by Gianni Versace, Franco Moschino began his eponymous label with a line of casualwear and jeans before eventually expanding to eveningwear, shoes, lingerie and perfumes.

While his clothes may have come with a high-fashion pricetag, Moschino was never shy of a controversial statement and often poked fun at the industry's "fashion victims" who were also, infact his customers: "My approach is a contradiction, I know, but why not?" Moschino once said.

"Why should I have to embrace the fashion business just because I work in it? Why should I?"A mainstay of Eighties fashion, his collections were filled with details that have now become synonymous with the decade, featuring slogans such as "Fashion, Fashoff" and "Good Taste Doesn't Exist", references that have clearly infiltrated Scott's designs.

When Moschino died aged just 44 in 1994, the brand's reins were handed to Rossella Jardini, Moschino's former assistant, who remained at the helm until 2013, when Scott took over. Jardini's designs, although still colourful and vibrant, were a little less irreverent than Scott's, who has taken the brand back to its original headline-grabbing form.

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.

In October 2008, Moschino SpA and Altana SpA, leading companies in the children's clothing sector, announced the Moschino boys’ and girls’ collections. The collections, whose creative aspect remains at Moschino, were aimed at three age groups: Moschino Teen for ages six through fourteen; Moschino Kid for twelve–eighteen months to six years; and Moschino Baby from one–three months to two years.

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  • Alexandra Atach

Coronavirus pushes kids fashion fair Pitti Bimbo 91 to September 2020 sadly due to the horrific impact the Covid19 has had on Italy and the world.

From a just released press release;

“The Board of Directors of Pitti Immagine, chaired by Claudio Marenzi, met today by video conference. On the agenda were the decisions to be taken regarding the calendar of the fairs scheduled for the 2020 summer season.

Considering the evolution of the health emergency in Italy and around the world and in the light of the concrete prospects of an extension to the restrictive measures concerning production and commercial activities and the movement of people, the BoD discussed and deliberated the proposals presented by the CEO Raffaello Napoleone who, together with the heads of the various company departments, had carried out a broad survey of the opinions received from exhibitors, buyers, agents and other members of the trade over the past few weeks:

Pitti Immagine Bimbo no. 91 is confirmed and will move to 9-10 September (2 days), at the Fortezza da Basso, Florence; the menswear Pitti Uomo will be 2nd-4th September.

“Over the last few weeks we have obviously been in constant and close contact with manufacturing companies in Italy and abroad” says Claudio Marenzi, President of Pitti Immagine “

The strong request that emerged was to maintain at all costs the leading rendezvous like the Pitti fairs which will be the first fundamental instruments to be activated in order to gradually get the entire commercial fashion industry machine going again. And that is what we will be working on non-stop over the next few months.

“With regard to our three fashion fairs” says Raffaello Napoleone, Ceo of Pitti Immagine “it is clear that they will be exceptional editions where our primary duties will be to guarantee the complete maintenance of hygiene of the exhibition space and prepare an organization of the spaces and layouts that takes into account people’s safety. An experimental layout which could also turn out to be useful on next occasions.

“The other fundamental element of innovation on which we are working” concludes Raffaello Napoleone “that we consider to be decisive for the purposes of the promotional and commercial capabilities of the exhibitors, is Pitti Connect, a completely new and advanced version of the previous digital platforms which is also designed according to the specific requirements of the various types of product and fair.

Pitti Connect, with its original system of networking functions with buyers and high-quality editorial structures, is more than a complementary tool to the physical fair but rather an organic integration of the physical fair which, together with the latter, will define the new face of the Pitti fairs. We will be presenting the characteristics of this project to exhibitors over the next few weeks, testing with them the innovations that we will be gradually introducing, from now until the summer, to the central body on which we are already working”.

Florence, 2nd of April 2020

  • Alexandra Atach

WORLD RENOWNED fashion illustrator Megan Hess and Polish design duo, the phenomenal POCA & POCA, are set to release their second capsule collection together – Claris the Mouse Childrenswear.

The collection is inspired by Megan’s children’s book character, Claris, and her chic adventures all over the French Riviera.

Megan designed eight looks for the Spring / Summer 2020 collection that were brought to life by the POCA & POCA team of master tailors.

The Claris Collection was officially launched in 2018 offering readers delightful rhyming tales about courage, compassion and a stylish little mouse. From chasing her dream of moving to Paris in Claris: The Chicest Mouse in Paris, to racing against the clock to attend Paris Fashion Week in Claris: Fashion Fiasco, follow Claris’ next adventure as she stows away on the family trip to the French Riviera in Claris: Bonjour Riviera.

POCA & POCA is a young fashion brand. Bringing together fresh and creative designs, a passion for style, a love for precious things, unique fabrics and an eye for detail.

It all started with a dream, a fairy-tale and believing that all things can come true if you put your heart and soul into it. POCA & POCA illustrates young and innovative designs that are both simple and sophisticated. It’s for the young and creative, the youthful and stylish, the elegant and trendy – for all those who care about being unique and experimenting with their own individual style.


This is the story of how kind-hearted Claris took a chance, and became the most chic mouse in Paris. A delightful rhyming tale about courage, compassion and a stylish little mouse, created by acclaimed fashion illustrator Megan Hess. Published by Hardie Grant Egmont.

Bonjour Riviera is a delightful rhyming tale about courage, compassion and a stylish little mouse, Claris, the third book in the series from Megan Hess.

Alongside the book launch, luxury fashion brand POCA & POCA by sister and brother duo Karolina and Wiktor Gniewek, will unveil their newest Claris fashion collection consisting of six key looks – a resort collection in hues of blues and creams inspired by Claris’ upcoming seaside adventure. Crafted by a team of master tailors in Poland with precision and skill, each design is of the highest quality, exemplifying an energetic and youthful spirit. Timeless creations that are to be cherished and treasured forever.


Megan Hess was destined to draw.

An initial career in graphic design evolved into art direction for some of the world’s leading design agencies. In 2008 Hess illustrated the New York Times number one selling book Sex And The City - written by Candace Bushnell. She has since illustrated portraits for Vanity Fair and Time, created iconic accessories for Henri Bendel and illustrated the windows of Bergdorf Goodman in New York.

Hess’s signature style can also be found on her bespoke range of silk scarves, cushions and Limited Edition prints sold around the globe.

She has written and illustrated 3 best selling books: Fashion House, The Dress and Coco Chanel.

Her renowned clients include: Prada, Dior,  Louis Vuitton, Tiffany & Co., Yves Saint Laurent, Vogue, Harpers Bazaar, Fendi, Ladurée, Givenchy, Wedgwood, Salvatore Ferragamo, Michelle Obama, Cartier, Laduree, Montblanc, Balenciaga, Guerlain, Paspaley, Tag Heuer, and Disney.

Styling, idea, photography: Alexandra Atach

Model: Noyemi Pia

Location: Mediterranean seaside

Clothes available:



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© 2018 by Alexandra Atach​