Moschino

Franco Moschino

The Label

There is no fashion label more playful, quirky, or irreverent than 4. The fun started in 1983, when the brand’s late founder, Franco Moschino, adorned his saucy, whimsical fashions with messages—literally words on the clothes, including statements like “Who’s to say what’s in good taste?” Often, the brand name was emblazoned in large letters, too. He went on to spoof high fashion lines, mocking such classics as the Chanel jacket with garish trimmings and details. In addition to Moschino, there is also the less expensive Cheap and Chic line, and a menswear collection that also has a sense of humor. All are consistent with the original designer’s penchant for a colorful, sexy tongue-in-cheek approach. But current designer, Rosella Jardini, who worked closely with Moschino for more than a decade before his death in 1994, has been lately moving away from over-the-top gimmicks in the women’s collections to a slightly softer, more feminine aesthetic that is no less fun.

The Look

Decorative, whimsical, and sexy all at the same time.

The Designer

Rosella Jardini has been taking the collection in a less jokey direction. Vincent Darre, named in fall 2004 as designer for Emanuel Ungaro, was a close collaborator with Jardini at Moschino for many years.

Who Wears It

Gwyneth Paltrow, Alicia Silverstone, Anna Friel, Julia Louis-Dreyfus.

Official Website

www.moschino.it