Moschino as we know it today is recognised for its unique, innovative style. The ready-to-wear Italian fashion label overtook fashion headlines with its rebellious, surrealist take on the fashion industry. The label very quickly became famous for its originality and its innovation in campaigns on raising awareness on important social issues. Moschino was never shy of a controversial statement and often made jokes at the industry's "fashion victims" who were also, in fact his customers. His use of imagination and creativity of using pop culture and visual puns has really enhanced the way we look at what luxury couture fashion is today.
From this visual representation of Moschino's identity, you can see that it is very creative and bold, along with indications of bursts of colour and eccentric prints. The brand is very tongue-and-cheek which is a figure of speech that is used to imply humorously or otherwise not seriously intended. Moschino was never shy of a controversial statement and often made jokes at the industry's "fashion victims" who were also, in fact his customers. Despite the humour that is used throughout the majority of his work, Moschino was in fact a superb tailorer. His ability to produce flattering clothing always shone through.
CUSTOMER PROFILE.
Moschino has grown into a global brand with multiple lines such as Moschino- main line for men and women; Moschino Cheap and Chic, Love Moschino, Moschino Jeans and it’s extremely lucrative fragrance label that is home to twelve perfumes! https://www.styl.sh/articles/809-the-story-behind-moschino
HISTORY ~
The man behind the label was Franco Moschino. Franco was born on February 27, 1950 in Abbiategrasso, italy, and sadly died on September 18, 1994 in Milan, at the age of just 44 years old, due to an aid-related death.
Franco’s father wanted him to work in the family business, however he wanted to pursue his love for fine art and therefore ran away to Milan and enrolled at the Accademia di Belle Arti where he studied from 1968 to 1971, supplementing his student budget with design and illustration commissions for fashion houses and magazines. Once he graduated he became an illustrator for Versace.
The brand launched when Moschino eventually left his job as Gianni Versace to create his own signature brand in 1983. He founded his own company called Moonshadow, the same year he launched Moschino Couture. Then lines such as love moschino, cheap and chic and moschino jeans later came. From this Moschino became famous for his eccentric designs and his social awareness campaigns in the early 1990s.
DEATH & LEGACY:
After Moschino's death, Rossella Jardini, his former assistant, became the director of the brand, then in 2013, LA designer Jeremy Scott took over the brand name as creative director.
BRAND IDENTITY
In order to explore Moschino and its identity as a brand, I put together a moodboard to visualize the aspects of the brand.
THE PEOPLES DESIGNER - JEREMY SCOTT.
If fashion were a candy store, Jeremy Scott would be the wide-eyed, gape-mouthed kid standing smack-dab in the middle of it. https://www.vogue.com/fashion-shows/designer/jeremy-scott
Scott was born in Kansas City, Missouri, and grew up in a small farm house. He was full of imagination and fashion obsessed from a young age. Growing up Scott's sexual identity was difficult to convey, not so much for him but for others to around him, to understand and to just accept him. By looking different or seeing things in a different way, people approached it as a threat. Even to this day, as creative director for Moschino, which has always been an looked at as an “anarchist to fashion” brand anyway, Scott really brought a whole new energy to fashion culture using futuristic pop culture within the garments.
Scott describes himself not only as a designer but as an artist, a communicator, an icon. Ultimately he says he is a boy from a small farm with a big dream.
Before scott took on the role as director of the brand, Moschino lacked its youth and sense of humour. After Franco Moschino died the brand became more and more unnoticed, the pop cultural, humorous references began to fade, people were beginning to forget about the brand.
However, since pulling it back in 2013, Celebrities such as Katy Perry, Miley Cyrus and Rihanna all gravitate towards Scott because of the bold statement - the clothes are guaranteed to be noticed. The clothes are to represent people being very expressive, forward and fully free, which is very empowering. Many people feel uncomfortable because it's way out of their comfort zone, it's not the typical black and chic which people expect to see in the fashion industry. Scott states that still to this day there is no designer that's turning fashion on its head and playing with brand perception.
Both Franco Moschino and Jeremy Scott were outsiders to the main stream fashion system, yet were still fashionable in a strange, unique way. By being so different causes a huge impact, whether that's negative or positive, either way it's being talked about and that's better than not being talked about at all.
USP (unique ~ selling ~ point)
THE MASCOT.
Most designer brands usually has something or someone to represent the brand, kind of like a mascot. Usually designer brands use a model or an actress to epitomize the characteristics of a brands value. Moschino however use a cartoon character which is Olive from Popeye. Everything the brand does suits her personality and her style. The cartoon represents joy and playfulness. It makes it fun and engaging for consumers, it keeps them curious and wanting more.
Moschino’s customer appeals to the youthful generation who are a bit rebellious and resentful and want to push fashion boundaries. Its to target those with money and are wanting to use that to get attention by buying these OTT outfits/fragrances/accessories. Moschino's real money maker comes from its accessories. By selling fragrances and phone cases between the price category of £30 - £100 young people begin to buy into the brand and then continue to hook you onto the more expensive items.
PERSONALITY AND NARRITIVE
“A needle became his paintbrush”
Originally Moschino wanted to become a painter, however after his studies he began to design clothes for different Italian fashion houses, from this his aspiration for painting turned into design. A needle became his paintbrush and the fabric became his canvas.
When he eventually launched Moschino, the brand started off with designs of jeans and other casual wear, shoes and lingerie. He later created luxurious eveningwear and then perfume. Years later the brand expanded with the creation of the ‘cheap and chic’ womenswear line.
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