The Love Moschino brand was launched by the Moschino fashion house in June 2008. Famous for its fun and quirky clothing and accessories the brand’s philosophy is described as merging Moschino’s iconic and intelligent creativity with the values of love, passion and sentiment. This label may be youthful & fun but it is seriously good quality and the attention to detail in the styling & designs, as always, is second to none. Love Moschino is the new name for moschino jeans, the witty, edgy spin-off of sister brand Moschino, which first burst onto the fashion scene 1987. In 2008, the brand got an update - but loyal fans can fear not, as there'll be no change to the label's typically eclectic and irreverent signature. "Furthermore, Love is one of those iconic words of the fashion house which can convey a feeling and communicate a positive message.
The brand was originally created in 1983 by the late Franco Moschino (1950-1994). Mr. Moschino and his fashion label became famous for his innovative, colourful - sometimes eccentric - designs, for his criticisms of the fashion industry and for his social awareness campaigns in the early 1990s. After Mr. Moschino's untimely death, Rosella Jardini, his former assistant, became creative director. The brand has been part of the Aeffe fashion group since 1999.
The brand consists of several labels: Moschino (women's and men's main line), Moschino Cheap and Chic (women's secondary line, created in 1988), Love Moschino In addition, accessories, Jewellery, perfume and cosmetics are sold under the Moschino brand. In Milan, Moschino is to open its own concept hotel in 2010, "Maison Moschino".
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