Moschino

Moschino is an Italian fashion house founded in Milan in 1983 by Franco Moschino. From the outset it established a distinctive voice built on satire, graphic messaging and the reworking of fashion’s status symbols. After Moschino’s death in 1994, long-time collaborator Rossella Jardini oversaw the house, maintaining its playful irreverence while expanding its product reach.

The brand sits within Aeffe, which became majority owner in 1999 and took full control in 2021. Moschino’s business spans women’s and men’s ready-to-wear, accessories and fragrance licensing, with diffusion lines including Cheap & Chic (now discontinued) and Love Moschino historically broadening the offer. In 2013 Jeremy Scott was appointed creative director, bringing pop-cultural spectacle and highly recognisable motifs until his departure in 2023.

Davide Renne was named successor but passed away shortly after taking the role, and Adrian Appiolaza was appointed creative director in 2024. Moschino remains a regular presence on the Milan Fashion Week calendar.

MSGM presents fashion as energy: a quick, emotionally direct response to the present, filtered through colour, music and art references. Giorgetti has described the label in terms of recognising its “energy”, suggesting a philosophy that privileges instinct and cultural absorption over strict formalism.

That lightness is paired with discipline in production. The brand relies on Italian manufacturing to translate volatile references into wearable garments, using print development, proportion and fabrication to keep the clothes coherent. Rather than arguing for timeless minimalism, MSGM frames relevance as a craft—capturing a moment without becoming disposable. The label’s stated outlook is forward-facing, valuing creativity, optimism and freedom of styling, while using quality and repeatable wardrobe pieces to anchor the exuberance.

In practice, the philosophy is about making joy legible through design without losing technical credibility. It also treats collaboration with artists and cultural scenes as a natural extension of the brand, not a marketing add-on.