By  on October 19, 2009

Moschino is showing its accessories category a little extra love — literally. The Italian apparel company, a unit of Aeffe SpA, is launching a contemporary-priced accessories line called Love Moschino for spring, to be sold alongside its ready-to-wear line of the same name.

“The Love Moschino accessories collection allows a younger aspirational customer to own a Moschino handbag at a more affordable price point,” said Michelle Stein, president of Aeffe USA. Love Moschino is, in fact, the rebranded version of Moschino Jeans, which was launched in 1986; the line was renamed for the pre-fall 2008 season. While the decision to launch the lower-priced accessories collection for spring made sense in view of the slow luxury market, Stein noted it had been a goal since the rtw line launch. “[It’s] a natural progression for the Moschino brand after the success of the ready-to-wear,” said Stein, who noted this contemporary collection comprises 20 percent of the Moschino business in the United States. “We have a couple of interesting people who joined the design team who have quite a bit of experience in the contemporary market, and we’ve been perfecting our sourcing offshore. It was a convergence of things,” she said.

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