By  on May 27, 2015

The rejuvenation of the Moschino brand is trickling down to the former Cheap & Chic label, which has been renamed Boutique Moschino.

To present a consistent message, Boutique Moschino is also being evolved. “This is a radical moment of change for Moschino,” Alessandro Varisco, chief executive officer of the brand, told WWD. “Franco Moschino was a communicator and Jeremy Scott recovered this attribute with the tools of the 2000s, which are viral, very strong and have great impact.” Varisco noted how Scott has improved the brand perception and targeted a younger consumer, “looking to the future.” Cheap & Chic, he said, had the staple Moschino ironic twist, “but had become dated.”

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