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  • Alexandra Atach

The go-to label for girls who love to shock!

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

Clothing: www.specialclothing.pt

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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