MOSCHINO JEANS

Name: MOSCHINO JEANS Women
Brand: MOSCHINO JEANS

Committed, outrageous, delicate...fashion can have so many faces. But very few brands can boast that they've mastered irreverence as well as Moschino has. Founded by Franco Moschino in 1983, the label has always distinguished itself by its audacity and anti-conformism. Nicknamed "the bad boy of Italian fashion", the designer played with the codes of couture using irony, inspired by surrealism and pop art. Spiritual slogans, XXL logos and sly winks quickly became his MO. From his belted "Waist of Money" coat to his white shirt with sleeves knotted at the back "for fashion victims only", the designer regularly positioned himself against an industry whose absurd failings he loved to highlight. Seeking to seduce a male clientele, Moschino launched his first menswear line in 1985 for Spring Summer 1986. In 1986, Moschino Jeans (renamed Love Moschino in 2008), appeared. Its focus? A relaxed wardrobe mixing denim and fluid materials with a timeless, urban style. He cultivated that aesthetic and vibe until his death in 1994. His assistant, Rossella Jardini took the reins of the brand until 2013 when she passed the torch to Jeremy Scott. This Missouri-born designer was no stranger to the brand's signature bold, daring look, and remained faithful to the offbeat humour and propensity for provocation of Moschino's founding couturier. Scott graduated from the prestigious Pratt Institute in New York and cultivated his style for 20 years through his own eponymous brand. Founded in 1997, his label often paid homage to pop culture, notably through runway appearance of the Powerpuff Girls and Spongebob Squarepants. With unexpected and original collaborations like with the brand adidas, he is known to the general public for his exuberant looks and devastating second-degree approach. For Moschino, he regularly revisits the catchiest mottos and cultural references of the time in order to offer fashion that is at once playful, exuberant, cheerful and offbeat.

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