His imagination knew no bounds, he did not want to accept the limits of decency, and considered the quality of the raw materials used to be the most important criterion for creating clothes. "Rebel", "clown", "mischievous hooligan", "anti-hero of the fashion industry" - the fashion designer received such compliments from his colleagues, and loyal fans bought up his collections in a matter of hours in an attempt to create a unique extravagant image.
Pictured is Franco Moschino, a man who sent fashion to hell, but at the same time became more and more popular in this industry.
Start
He was born in a small town in 1950. Already in childhood, Franco showed talent, which later became his lucky ticket to the fashion world. Moschino loved to draw. Everything that surrounded the boy and everything he dreamed about was reflected on paper. The youngest member of the Moschino family seasoned his pictures with a riot of colors and a dose of fantasy. Perhaps the parents thought that their son was destined to become a great artist. But life has made adjustments to fatetalented child.
The death of his father undermined the financial condition of the family. Franco, forced to become a breadwinner, took on any job for the sake of earning money. Despite his fatigue, he continued to paint, and after graduating from school he entered the Milan Academy of Fine Arts. The big city opened up great prospects. With money, it was still tight to pay for studies. But thanks to his talent, Franco easily finds part-time jobs. Franco Moschino creates sets and illustrations for magazines and glossy publications, including Linea Italiana and Harper's Bazaar. That's how the need to earn money brought him into the world of fashion.
The young fashion designer easily made friends and made the right acquaintances. The amazing sense of humor and subtle irony appealed to people, and he soon gained popularity in the circles of fashion publications. At the age of 19, he received an invitation to become an illustrator of the collections of Gianni Versace himself. The young man gladly agreed and for six years worked alongside the great designer, learning the basics of the fashion industry under the strict guidance of the maestro.
Franco Moschino's biography: the path to success
Even then, drawing sketches, he allowed himself liberties that gained notoriety. But Gianni, like no one else, understood that a scandal is a great PR. Therefore, he immediately invited the young man to develop advertising campaigns for his Fashion House.
The years next to Gianni Versace became a kind of school of theory and practice, which Franco learned with ease. But not everything that the great maestro offered, the young man accepted with enthusiasm. jointlythey were busy creating obscenely luxurious outfits, but Moschino dreamed of light clothes that could be worn on the street.
In the 70s, fashion turned into art. Luxurious models could afford only rich people. Here, a native of the middle strata of the population utters a bold phrase for that time:
What you like is fashionable!
This path was chosen by the young talent - Franco to create comfortable and more democratic streetwear.
Highest hour
In 1978, Franco moved to work for Cadette. Here he released his debut line, which lasted for 11 seasons, that is, 5 years. She did not fit into the framework of traditional fashion. No one in the world has done anything like this. It was the beginning, and the work on the collection determined the style that the fashion designer would later pursue.
It was in Cadette that the fateful meeting with Rossella Giardini took place. At that time, she collaborated with Nicolo Trussardi. Perhaps this was the most important moment in Franco's life. What is there to hide, at first the young man did not like the girl. But that didn't stop them from accepting the offer to work together. She became an assistant in the creation of Cadette collections, then, moving to Botega Veneta, she was responsible for the production of accessories and shoes, and after their tandem moved into something more. Rossella Giardini became Franco Moschino's wife, friend, colleague and beloved muse. They were inseparable until their death. The sad moment in her life was preceded by 11 years of success, during which the fashion designersought, if not to destroy, then thoroughly "shatter" the boring and boring foundations of the fashion world.
Many people call his style classico con twist. We admit that he did not create new trends and forms, but took the classics as a basis and made fun of her from the bottom of his heart. Despite this, Rossella never regretted her choice, and a few years later she said:
With Franco, I got into an extravagant, wonderful and strange world.
Moschino: brand history
Franco Moschino eventually realizes that pampering in the fashion world is his "chip", and decides to make money on it. The idea of creating your own brand has been in my head for a long time, but constant employment prevented me from doing such mundane things.
It was Rossella who convinced Franco to open a fashion house, and already in 1983 Moonshadow appeared on the world fashion scene and the Moschino Couture brand was registered. Since then, it has been talked about not only in Europe, but also far beyond its borders.
The young rebel did not honor the established canons of fashion at all. He created clothes contrary to common sense. Franco Moschino was greatly amused by the hype around his name - colleagues tirelessly cracked that he was a disgrace to fashion with his innovative crazy ideas. But, nevertheless, each collection enjoyed incredible success and popularity among a grateful public. As a result, criticism has become an integral part of the fashion designer's work. But that didn't bother him much. He achieved his goal of destroying clichés and ridiculing fashion worship.
Collections
Designer scoopedinspiration from the strangest sources. Against the backdrop of luxury and general extravagance of that time, he was able to achieve expressiveness, using elements of surrealism and competently combining palette and texture.
Flamenco, Mughals, flowers - all mixed up in the autumn collection of 1996. It also featured a little black dress (get the joke?) with multiple frills and a scarlet rose at the waist, oriental patterned silk tunics, and a leather trench coat with a carpet-like print.
In 1997, Franco Moschino opened the fashion show in a strict black suit and headdress with numerous roses. But the great delight was caused by three dresses, which, being side by side, created the image of the Taj Mahal.
The 1999 collection was inspired by the film The Mask of Zorro. Fashion models in fencing costumes appeared at the forefront, followed by models in black dresses embellished with tassels, tiered frills, knitted lace and multiple slits.
Spring-Summer 2001 was celebrated with Spanish motifs, stripes of black, white and red, as well as branded polka dots. Evening dress with ruffles on the shoulder and hem, reminiscent of a flamenco dancer's costume, was decorated with a pattern from colored magazine covers. This model has become the black sheep among school suits with tight ties, black blazers worn over vests.
Collaborations
In 2007, together with Max Safety Fashion brand Moschino for the 65th anniversary of the EICMA Milan exhibitionreleased a series of motorcycle helmets.
In 2009, Pixie Lott and Moschino developed a line of T-shirt tops. The limited collection was made in gray and decorated with lines from the vocalist's songs. The cost of each T-shirt was 6,380 rubles (85 euros). It was possible to become the owner of exclusive clothes through the official website. All proceeds from the sale went to a charitable foundation created to support people suffering from Perthes syndrome.
In 2011, a capsule collection of plastic ballerinas was created in collaboration with plastic furniture firm Kartell.
In 2005 Franco Moschino designed clothes for the world's most popular doll, Barbie.
In 2016, three designs of Coca-Cola Light Loves Moschino cans appeared in the form of a cowhide, hearts on a pink background and a table for determining the quality of vision.
And 2018 was the year of collaboration with H&M. "Cartoon couture" - this is how the creative director of the brand, Jeremy Scott, described the appearance on the podium of the heroes of Warner Bros., Disney and Nickelodion. The collection was presented with clothes not only for people, but also for animals. Dog owners can purchase two types of hoodies and a collar with a leash for their pets.
Curtain down
Franco Moschino died due to complications from AIDS. He died in 1994 when he was only 44 years old. Until the last days, the talented fashion designer remained an enterprising businessman: he managed to launcheco-line called Ecouture!, replace real fur with faux fur and raise a large sum for a charity helping children fight AIDS.
Safety pin decor, plastic scrambled eggs, teddy bear fur coats, Mickey Mouse-decorated evening dresses, Chanel parodies, iron-burnt silk blouses - these are just a few of the "crazy" that Franco allowed himself Moschino when creating collections. He easily persuaded fashion models to defile backwards, and offered the audience to throw tomatoes at models they did not like.
Life after death
A year after the death of her husband, Rossella Giardini, who took over the Moschino brand, launches the women's floral fragrance Cheap & Chic. The perfume ad was more like a manual:
Apply fragrance to the neck, wrist, décolleté, tip of the nose, then casually walk past the man you are interested in, as if not noticing him. We recommend bringing the man to a boil slowly. But if you're short on time, speed up the process with provocative looks and fleeting phrases. Do not spray Cheap and Chic near excessively hot bodies! It is not safe! Moschino is not responsible for misuse of the fragrance. Spray with care - more men than you would like to fall for your bait!
In the same year, sun-protection optics for men and women appeared. Released in 2000a collection of clothes for little customers - the children's line Moschino Kids. In 2005, the brand created concert costumes for Kylie Minogue's Showgirl - The Greatest Hits Tour. In 2006 "Moschino" is involved in the development of sportswear for participants in the opening ceremony of the Winter Olympic Games, held in Turin.
Thanks to Rossele Giardini, Moschino has not ceased to exist. The wife successfully continued the business, and in 2013 she handed it over to safe hands. Jeremy Scotty did not betray the main goal and ideological philosophy of a man who openly laughed at those who became victims of the fashion industry, but he could hardly imagine that they would elevate his collections to the rank of fetish.
