Moschino Perfume
Franco Moschino was born near Milan in 1950. He studied artat school but lacked a formal education and had worked as an odd-job man until he began his career in 1971 with Gianni Versace, sketching for him for 11 years. In 1983, he launched his own label, Moonshadow S.p.A, in 1983, under his label, Moschino. His first showing was wildly successful, as was his second show. Moschino was well-liked by the press for his playful nature and flaunting of the so-called norms of fashion. He started off with jeans and casual wear which was quickly followed by shoes, lingerie, highly original eveningwear, and ultimately a perfume.
In 1983, Moschino launched Moschino Couture! In 1986 he introduced a masculine line Uomo underwear. His first fragrance, Moschino, was a fine oriental scent, launched in 1987. The following year he opened his first boutique in Milan.
His most famous fragrance was “Cheap and Chic” a rather irreverent title for a fine fragrance highlighting his youthful sense of fun and all things inane. Even his packaging was humorous, the men's sold in a double-ended bottle so it can't stand up and the women's advertised with a model drinking it through a straw rather than dabbing it behind her ears.
Moschino was charismatic, imaginative and irreverent, and has been described as a “mad hat” of fashion. He rebelled against the fashion industry, notoriously naming one collection “Ready-to-Where?” illustrating his sense of humour.
He was involved in several copyright battles with other fashion houses, and was sued by Chanel after spoofing their perfume on a t-shirt picturing a television that read “Channel No. 5”.
Moschino's ambition was to destroy the dictates of fashion so people could please themselves with what they chose to wear, and to produce more anonymous clothes once he completed the downfall of the industry. For this reason, the extent of his own success was an embarrassment to him.
In 1994, Moschino died, an untimely death at the age of 54. Since his death, the Milan-based company has been directed by Rosella Jardini, who has been trying to tone down the humorous attitude displayed by Moschino himself. Before his death, Franco Moschino founded a non-profit organization to which part of the Moschino proceeds go. This organisation uses its assets to support various charity projects such as aid for children with AIDS.
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