Hercule Archive: Moschino - Fashion Does Anti-Fashion

Moschino - When Fashion Does Anti-Fashion

Moschino was founded by Franco Moschino, previously an illustrator for Gianni Versace, in 1983 under the name Moschino Couture!. Mr. Moschino had a different view on fashion than that of the industry standard. He said:

"I'm not a fashion designer. I'm a painter, a decorator."

This attitude allowed Franco to produce clothing (we won't call it fashion, on his terms) with a sense of freedom not often seen in the industry. Along with the generally bold aesthetic, there were pieces made to provoke thought, wit and to make a statement, a jacket with 'Waist of Money' in place of a belt and suiting reading 'Good Taste Doesn't Exist' are some examples.

Moschino - 1984

Moschino - 1988

Moschino - 1989

Moschino used their marketing campaigns to state political views against violence, racism, environmental issues, animal cruelty and drug issues, even digging at the fashion industry they were in with ads such as 'Stop the Fashion System!' seen above.

Bold both visually and politically, Moschino became known as 'outrageous' with more to say than just the clothing they had to sell.

AIDS was an issue close to Franco's heart with his own passing in 1994 from complications associated with the disease. He held a show in 1991 to raise money for a child AIDS charity, proving Moschino put their money and effort where their mouth was.

He said:

"Fashion is only concept and theory, and I hope it is only one of the little elements in people’s lives.”

Fashion though, is ultimately a business and luckily for Franco his concept was accepted by the consumer allowing the brand to be successful. High profile personalities have bought into the brand with supporters including: Diana the Princess of Wales, Dita Von Teese, Gwyneth Paltrow, Claudia Schiffer and Michelle Obama.

After Franco's untimely death in 1994, Rossella Jardini took over as creative director and has continued Moschino's success. The brand now boasts 3 labels; Moschino, Moschino Cheap & Chic and Love Moschino. Along with their perfume and accessories, Moschino is sold globally and they continue to utilise a bold visual statement in both their clothing and marketing.

We have chosen the ads below as they include both the blatant political stances and the more subtle statements, along with a view that we think just look damn good.