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1983: Franco Moschino establishes his company, Moonshadow SrL, and launches his signature couture collection in the fall at the Milan fairgrounds during the spring shows. He causes a sensation by sending Pat Cleveland out in a silk evening dress, sneakers and a grocery bag in hand. The line is immediately picked up in the U.S. and is at retail for spring 1984.
This story first appeared in the April 9, 2003 issue of WWD. Subscribe Today.
1986: Moschino adds to his ironic world by launching accessories, a jeans line and his first men’s collection at Palazzo Reale during the Milan men’s spring shows.
1987: The first Moschino fragrance is created and launched in Europe.
1988: Moschino’s diffusion line, Cheap & Chic, bows during the Milan shows. The cheeky collection features fake furs, which Moschino dubs “Fur For Fun.”
For his signature line, Moschino himself interrupts the runway show halfway through to screen “Fashion Blitz,” a video that challenges the validity of the fashion system. Meantime, his business continues to grow and changes from Moonshadow SrL to Moonshadow SpA. Bloomingdale’s in New York opens the first Moschino corner in the U.S.
1989: Moschino’s historic flagship opens in Milan’s Via Sant’Andrea.
1990: Vamps and ballerinas: Moschino’s “Stop the Fashion System” ad campaign breaks. The images are based on drawings of a female vampire depicting fashion.
1991: Saks Fifth Avenue celebrates the American launch of Moschino perfume with an elaborate party at its New York flagship.
1992: Moschino goes social-activism with this year’s ad campaign; the designer speaks out against drug abuse, violence and animal cruelty.
1993: The book, “X Anni di Kaos,” or “Ten Years of Chaos,” is published to celebrate Moschino’s 10th anniversary. Along with the book, Moschino reproduces a select group of his most important Couture pieces under the label “Repetita Juvant.”
1993: Marco Gobetti is named chief executive officer.
1994: Moschino takes a decisively environment-friendly slant with his fall 1994 collection. Ecouture is produced with ecocompatible fabrics and colors and sold under the label, “Nature Friendly Garment.” It is also the last runway show he lives to see.
Sept. 18, 1994: Franco Moschino dies at the age of 44. Longtime friend and colleague Rossella Jardini takes over as creative director.
1996: Two more fragrances are added, Cheap & Chic By Moschino and Oh! De Moschino. Meantime, Moschino’s first U.S. doors open with units in New York and Los Angeles.
1997: The first men’s scent, Uomo, is launched internationally.
1998: Stores in London, Moscow, Las Vegas (in the Bellagio) Abu Dabi and Dubai open.
1999: Stores in Taipei and Landmark Central in Hong Kong open; in-store shops in Tokyo (in Seibu’s Ikebukuro unit), London (Selfridges) and Sydney (David Jones) open.
1999: Aeffe, Moschino’s longtime licensee, buys 100 percent of Moonshadow SpA.
2000: Aeffe sells 30 percent of its stake in Moonshadow SpA to SINV, which has controlled the Sportswear International license for Moschino Jeans since 1994. Moonshadow becomes Moschino SpA.
2003: Moschino celebrates 20 years in business, almost half of which took place without its founder.