Moschino

Moschino arrived on the Milan fashion scene in 1983 with a mission to disrupt the industry's stiff upper lip. Founder Franco Moschino built his legacy by injecting humor and absurdity into high-end design, creating pieces that felt more like performance art than standard clothing. His work often mocked the very concept of luxury while simultaneously delivering top-tier craftsmanship. The brand quickly became known for its playful approach to ready-to-wear collections, handbags, and accessories that refused to take themselves too seriously.

Following Franco Moschino's death in 1994, the Aeffe Group acquired the company and guided it through several creative eras. Rossella Jardini served as Creative Director from 1994 until 2013, maintaining the founder's original aesthetic of irony and camp. Jeremy Scott took the helm in 2013 and expanded the brand's reach with pop-culture-infused collections featuring Barbie dolls and McDonald's motifs before departing in 2023.

In September 2026, Loris Messina and Simone Rizzo debuted as co-designers during Milan Fashion Week for the Spring/Summer 2027 season. Their first collection marked a departure from previous maximalist narratives by inviting 400 commuters to walk the runway, emphasizing real people and daily life over fantasy. This shift signaled a broader trend in Milan where heritage houses are loosening their grip on traditional humor to embrace contemporary realism. [edit]