How Jeremy Scott Embraces The Milanese Label’s Roots With Moschino Logomania
The Creative Director is focusing on the brand’s heritage and combining his flair for irony with more sharp, everyday pieces
The logomania craze Moschino helped ignite in the 1990s, is back and in true Moschino style, it’s loud and proud.
A tribute to some of the Italian house’s greatest emblazoned hits, the LOGO MOSCHINO collection dropped last month. For the occasion, monochromatic colourways of ready-to-wear and accessories in paradise pink, faded blue denim, chocolate brown and jet black were fashioned with edgy MOSCHINO lettering.
Owned by parent company Aeffe, the label’s creative director Jeremy Scott who has traditionally benefitted from invoking iconic brands – from McDonald’s and Barbie to Warner Bros. and Frosted Flakes – is focusing on the brand’s own heritage for a change. This time, the American known as “pop culture’s most irreverent designer” was guided by the archives as he continues to architect the Moschino of the future by combining his flair for irony with more sharp, everyday pieces. The Milanese maison, worn by A-listers like Miley Cyrus and Beyonce, was founded by Franco Moschino in 1983 and first gained notoriety in the ’90s as Milan too rose to the global stage as Italy’s fashion capital.
LOGO MOSCHINO has leisurewear and uptown street-style elements at its core. The day-to-night collection features a range of wearable items in both womenswear and menswear categories. Everything from puffer jackets, satin loungewear, and matching tracksuits, to button-down and knit sets (not to mention a range of luxury travel accessories) are on offer. While fanny packs, shopping totes, baseball caps and visors infuse the collection with a sporty, hip hop spirit that is true to Jeremy’s own style. And the logo look doesn’t stop there. It extends to the statement jewellery Moschino is famous for, with striking cuffs and bold disc earrings crafted with the house’s name front and centre.
The signature collection is available on the brand’s website and in Moschino boutiques and department stores worldwide.
From Harper’s Bazaar Arabia’s December 2022 issue.