The Rise and Fall of Moschino 

So unusual that one man can threaten to cave in an entire industry by simply reflecting the public - by just paying attention to the world beyond Place Vendôme. Great story (as usual)

One thing that I love from Jeremy is that he really wanted for their designs to be part of people's lives and he even said that he didnt care if people buy any repicas or fakes inspied by their work, Jeremy's work in Moschino it's what really made me go into the fashio world and vene inspired me to study the fashion deisgner career ❤

I was brand manager for this beautiful brand during the early 2000s in London! I loved the ladylike styles and witty approach - but this kitsch approach even alongside some classics went south with minimalism and ‘trend’ fashions - he was a creative genius and loved his provocative nature. I can attest to the quality of the main and C&C line - still have some pieces! I think it can be the new Channel and sell its Italian playfulness rather than ‘shock catwalks’ of JS (though he is genius) …. Now is the time for the brand 🔥 & reissues of what made their mark! I would looove to design for them - great video as per usual 👏

The level of research in your videos is quite remarkable. You fill in so many gaps of my understanding of a designers history and to that I say thank you. Fantastic work

A better way to critique the fashion industry is to expose its devastating effects on society, not by piggybacking off its success, perpetuating its elitism and keeping it profitable. Regardless, this video is superb. The research done is immense!

As an employee I’m limited on what I can say publicly but this video was spot on! Great job! 👏🏾👏🏾👏🏾

I’m honestly more impressed with the fact that Moschino not only lasted as long as it did but also did it very successfully. Back in the late 2000s, I thought for sure Moschino was already forgotten. I didn’t know they were thriving. lol

My favorite Moschino collection was the Versailles collection in 2020. I just love those silhouettes re-interpreted in the modern way. I would also love to see how a designer like Colm Dillane will design Moschino collections. Colm is such a talented designer who can imbue both humor; unique designs and wearability in the garments that he creates.

I worked at I. Magnin in the late 80s into the early 90s. I loved Moschino primarily because the brand was fun but when the activism (especially around HIV/AIDS) took off, I was hooked. I now regret selling off a lot of the menswear I had in the early 2000s. ❣

I remember the Moschino Barbie collection…so nostalgic and iconic 🎀💝👗👠

This channel has been instrumental in helping me to learn about high-end fashion. The detailed information lets me know that an extensive amount of research went into creating these videos. And for this, I wholeheartedly thank you. Also, that Cheap and Chic line had a parfume- the one in the orange and green bottle- was my absolute favorite! It was discontinued in the US and miraculously I found a gift set of it (with Popeye on the gift box) while in Florence, Italy. I held onto that parfum for as long as I could LOL

THANK YOU for making this video on one of my favorite designers since I was a child! Francos humor yet seriousness when it came to garments was brilliant and something that is so rare today! Im glad I was alive during the 80s to witness this firsthand and see how he influenced so much of the trickle down fashion as well with some of his parodies of fashion in general. I was thrilled when Jeremy took over the house, thinking he would be the perfect fit to inject the humor & wit back into the brand, which he did for awhile but many of the collections just felt just like Jeremy Scott line collections. I would absolutely LOVE for you to do an analysis on his brand as well. He's another one Ive appreciated since his VERY beginnings but witnessed a decline in creativity when it came to cuts etc. would loveee to see one of your analysis of the brand and where it went & came to be!

Also as per usual. Impeccable work! You've revitalized my love of fashion tenfold.

I loooooove your videos, so well made! I loved Jeremy's era at Moschino. I remember not being into fashion very much and seeing that Moschino bear/perfume/McDonalds inspired dresses EVERYWHERE and I also loved the last collection as well. The pandemic era it wasn't interesting at all, I agree with you. Oh, and that one collection inspired by bondage was very...um...sexy (lol). But I don't know, I'd love to see Giuliano Calza from GCDS doing Moschino, it would be sooooo cool.

my first ever video of yours, and i have fallen in love! i have always admired the collections from jeremy scott, i hope whoever takes over can boost Moschino's brand image of activism

I’m surprised the SS20 Halloween collection wasn’t mentioned! It’s probably my favorite collection of Jeremy’s. The concept, set, references, and actually wearable takes on Halloween costumes were great!

Nice video, love the effort you put in and very informative. Keep up the good work!

Franco worked for Versace in early 1970s till 1977 as a sketcher moschino was my fav clothing in the garage rave days in london late 90's Early 2000's . still got lots of his stuf the black and White peace and love shirt from about 1995 is iconic its worth quite a lot now and still rising so I'm keeping it .. I hope this sleeping giant an be woken . great memories of his cloths

it would be interesting to see Mowolola at Moschino. she also banks on whimsy and nostalgic IP a lot in her collections but adds her own distinctive spin on things.

Omg CL on your banner, this is an amazing work!

So glad that this video popped up in my recommendations! It was thoroughly enjoyable and informative! You obviously spent an incredible amount of time and care creating it, and now I feel very knowledgeable about Moschino. Thank you 💖 I’ve always appreciated the brand for its use of bright colors and camp. My favorite era was the original, however, I really adore Jeremy Scott’s vision and version. The Spring/Summer 2022 and 2023 were amazing and fun to me, it’s too bad they weren’t received well. You mentioned Pokémon as being a good potential collaborator in the future. On a similar note, I think that Tokidoki would also make a great potential collaborator to Moschino. I’m a fan of both brands so to me, it’s a no- brainer! Lol Thanks again for a great video 🤩👍🏼🌸

Always enjoy the well researched videos ❤❤ love it

You research, voice and enthusiasm make this topic so fun. and it makes me want to shop like crazy. Please do Vetements and Loewe :)

This is a great video! Moschino doesn't get with my personal style so they've always been on the perifery but seeing how long Franco was with his brand and the consistent activism was awesome. And to see that Scott had a much smaller part was eye-opening. You're not wrong, there was some apprehension with his appointment. Someone else said Allesandro and I think that would be brilliant - a glamorous look at the more is more idea. Katy Perry would be such a great spokeswoman. I can't think of anyone however that could marry irreverence, fashion and activism of the early Moschino days.

Honestly didn't know a lot about this brand, so thank you for this video, I learned a lot!

I have been looking forward to this!

I applaud you for again another great video! Can't praise you enough. Thank you and greetings from Amsterdam!

Thank you. I learn so much from your channel, I appreciate all the hard work you clearly do. (Why do I always confuse Jeremy Scott with Stephen Sprouse... were they ever an item, or am I just making up a fantasy past?) Your videos are beautiful to watch as well as to listen to. I remember the early 90's Moschino best. RIP Franco

thank you SO much for your videos. I am new to the fashion world and thanks to you videos i have a better understanding and perception of the brands and designers. I didn’t know the satirical/critical background of Moschino and now I appreciate this brand so much more. Again thank you so much for these videos, they are really really interesting and complete.

So articulate and well researched. Love your voice and I hope you are as posh as you sound.

I went to the Moschino store on 5th avenue,100% nothing like the runway,all they got is tshirts and hoodies

Love EVERY video you ever produce. I would be interested in what Thom Brown might do with the label or even Rupaul....

Thank you for this video, as usual very informative, archive rich and I always love when you give your personal opinion and preferences. While I don't have an answer to your question on the succeessor, I wonder if one of the reasons the shows aren't any more comical, satirical and whimsical, is because the models wearing the clothes and walking the runway do not project this. They don't smile or laugh or have any facial expressions and are thus too robotic even mechanical for such a brand.

Until I watched your well done video, I loved the "Loud Luxury!" pieces of the 2024 SS Collection (not so much the rest of the collection). Now I am hoping this is a "palate cleanser" as I would love to see a return of the campy style during the Scott era. Side note: I LOVE your videos. I have learned so much about fashion from them.

Very very detailed and wonderful analysis

Awsome video!!!!! We need The rise of Loewe they been killing it.

Bravo for putting this together, its so well done!

I remember seeing Jeremy Scotts early Moschino collections and loving how fun they were. The clothes were stylish without being too serious.

Once again another beautifully crafted piece my dear, absolutely stunning. I’ve always seen this brand on hoodies and shirts but never seen the actual couture/ “premium” line. I can’t help but wonder if over the years, the cheapening of the brand makes it impossible to bring up the brand image once again.

I worked for M until 2021 and it became really hard to sell and the fabrics became very cheap . Clients were only interested in the Teddy T-shirts.

👏🏻👏🏻 Kudos for your hard work. 📖💡

i enjoyed this video very much! The 40th show was underwhelming and I'm wondering why the set design had no logo at all on it. It's as if they wanted to distance themselves and say these styles are not ours. Very strange. Very bland. And no mention of R. Jardini or J. Scott. But it was fun to see how four people would interpret the brand and I really loved the violin player Performing I Am What I Am. I own the USA's largest archive of the brand (selling, renting, exhibition) housed in a West Hollywood Rental Showroom for celebrity Stylists and have studied it closely for 7 years and I agree this show was miles from the original 10 years and what they stood for. I felt Scott years were too focused on licensing and not enough on design, but after hearing your report, that was selling so it makes sense. I'm so curious to know who comes next. With the 1990s nostalgia at a height right now, those pieces are flying off my racks. People love the Art is Love Collection from Franco (seen on the American Idol finale 2023). They love the burn gowns and tweed Chanel inspired pieces (especially the bustier's and mini shorts) from Scott (selected as a top Barbie themed look NYT Style section) They love the Alice and Wonderful bunny suit (Julia Roberts wore this) and tartan plaid heart pieces (seen on Baby Tate) from Jardini and older Ace of Hearts / Cards collection (seen on Julia Roberts) And they love anything seen in the hit TV show The Nanny, particularly the early years of the show. Those early to mid 1990s pieces. But in general the stylists love seeing it all in one place and it's exciting to know how powerful the older pieces are to them. It is the ultimate in sustainability to have the archive in editorial shoots, on press tours (talk shows) out on social media where it will live forever.....

Perhaps Demna would be the one to bring something of the old spirit back to Moschino, plus maybe after the bears etc it would be good for him to move sideways ???

What a wonderful looking back at vintage Moschino, i loved the diana Vreeland-esque look with model smoking carrying the Met shopping bag, i have never seen that look,and the spotlighting of Franco Moschino's activism looks. I so agree with the narrator of this video on how underwhelming the 40th anniversary collection was, it left me sad and disappointed. I was a Parsons fashion illustration major back when Franco Moschino was starting to explode on the fashion stage and it was such an exciting period in fashion. I found his work so exciting , i remember seeing him at a Suzanne Barstch club nite at the palladium dancing alone, wanting to be alone and just enjoying the music, beautiful man so interesting. Great video, ❤!

14:26 - who is that fabulous model? Also the redhead before her was lovely.

i speak for all the girls when i say WE WANT ALESSANDRO MICHELLE AT MOSCHINO

I use to love this brand back in the days, they had some really cool designs and id buy the shirt with the pants to match, it was so great in the 90s rocking my Moschino, now you couldn't pay me enough to be caught wearing it, just sad how such a great brand fell by the wayside. I literally wear some of my old T-shirts to bed as pj's.

I’d like to hear about Hedi Slimane from you. Either regarding YSL or Céline or both. I feel like YSL men has changed quite a bit since he left.. and I don’t quite understand the direction Celine is going because it seems almost like old YSL.. I only buy Celine because I followed him there… but I’m not hearing much buzz. Would love to know what’s happening BTS. Thx

Moschino was my entry into collecting fashion pieces for myself. I still love them 💯🤌🏼

Jeremy Scott was my whole introduction to high fashion because his clothes were on so many K-pop idols obv including CL! It’s still my dream to own a 2014 moschino piece tbh!

amazing video❤

What a meteoric rise!! Sad he died so young.

I hope to see Alessandro Michele or Marc Jacobs helm this new era of Moschino ❤️‍🔥 or someone new and unknown with love for the brand. That’s really what it needs. Somebody who loves the brand, history and clothes included.

@understitch, I would love to see you put together your ideas and the histories of Les Enfants Terrible of 1980s Parisian designers. Claude Montana, Thierry Mugler, Jean Paul Gaultier, et al. I feel like you are the only one with the gravitas and methodology to do the topic justice.

I don’t know how I’ve never put this together before, but in the FW 2015 show, are the necklaces references to Mike D (Beastie Boys) and Flavor Flav? The M logo chain is literally just the VW emblem upside down with the V removed. Mike D notably rocked a VW emblem on a chain in the 80s. And, of course, clocks on a chain. Has to be Flavor Flav, right? The collection is inspired by Hip Hop so I think it’s extremely likely.

So Moschino new creative director is a women's wear designer of Gucci under Alessandro Michele...Almost as good as himself in person. Thumbs up for the accurate predictions 👍

Will you make Victoria Bekcham video please?

Wait, I just found out that 40th anniversary show already happened with this videos

My first foray into moschino was in the nanny with those costumes. She looked chic and fun.

A nice honouring of Franco’s work, for me he is the Italian Margiela or even Dame Viv! Albeit Overlooked and taken too soon… I would love the new designer to tap into that protest and anti-fashion motif. For me that’s what is needed and what Moschino the brand does best.

What an amazing video! It made me remember why I loved Moschino so much. I don't love Jeremy Scott as a person (thanks to his documentary "The People's Designer" 💀) but I do love his designs. He was absolutely perfect for Moschino.

I would love it if you did Marc Jacobs! His business seems to be in a weird place.

Great video, superb research! I think Moschino 40th anniversary is so vanilla as the 100% stakeholder AEFFE fears slump in sales due to quiet luxury trends, so they wanted re-position company in eye of the buyer as quality Italian whimsical offering. I think they are due to re-visit Rosella Jardini’s collections 2002-2008 (to quote good yourself “producing beautiful clothes” with minimalistic vibes) to cater for less loud taste. Reproducing Chanel jackets ( but this time with no political or fashion critical agenda other than money making desire) and classic styles would be another sales tactic, since Chanel prices made people seek similar offerings at lower prices. Any Moschino items ( the oldest item I have in my wardrobe is from 1989 collection) my mother had and I bought are of excellent quality. Far surpassing current quality of items from brands as Dior or Chanel.

Super Mario would be more fun than Pokemon perhaps.. they could push some Italian camp with that as well like they did before

I think Mowalola should take over the brand. She would enhance it’s edge and bring it into the future properly

wowww jeremy left! damn he made an era in the 2000s! i hope the fragrances stay.

It was one of my favorite brands in the 90s.

WATCH THE WHOLE SS24 runway; this video SPECIFICALLY showed only the most demure items. The COWBOY and crochet section was AWESOME!!

It's crazy I went to a fashion university and NO ONE talks about him. It's terrible

I only knew their beauty line...when that was gone I forgot about them.

Moschino does sales online but the price are the same maybe a little be less than other brand names but I personally do not like the brand name all over the bag or jacket or other clothing items. But do like your videos and the research you do for each fashion brand and designer names.

Oh! I have the same Stuff Pack!

You Know? Franco Moschino designed luxury furs for Matti at least till his death. He started when working at Cadette's Glad you've shown a bit of Alda Balestra.

I've managed to occasionally find a few Moschino and Iceberg pieces in TK Maxx in the early 10's and I wore them till they fell apart. Menswear doesn't often combine silliness and excellent quality which helps when it comes to actually wearing something and not looking try hard. Facinating video the 80's and 90's stuff is gorgeous. The Jeremy Scott stuff is a bit of a costume meme that admittedly was very of the moment but I don't think looked very pleasing. There's always new things take the piss out of so hopefully they pick up the gauntlet again slaughter the sacred cow so to speak.

Some times I wish they would look at more inexperienced people for the job. They still need to have talent, though. Talent is first and foremost, but I know there are people out there that would be great at the roll. I just know how talented I am and I'd love the opportunity, but since I don't have a fashion degree and haven't worked for a big firm they would never hire me. I know there are more people out there like me. I'm not necessarily saying I'm the one. I think I probably could do it, but I'd rather do my own brand, which is actually what I'm doing, bit still...there is someone out there that actually deserves the roll.

If there was ever a Pokemon x Moschino collab I would go bankrupt. Tbh that's where I see the most value in their brand too -- being willing to collaborate with modern brands in such a naked way, especially with things like Sims 4. I think the only issue is that the brand has been so diffused between its different same-name different-price lines and that makes the brand partnerships appear cheapening in retrospect.

So sorry Moschino passed away so soon 😢

I think it would be a wise move for them to appoint Michele as their next creative director. It just makes sense.

I think Law Roach would be a great fit and he could evolve Moschino to a new era

I think because the Disco era is gone and less people go out clubbing the fashion industry has shrunk and there is less places to show off the fashion you are wearing. Unfortunately all young kids are always on their smartphones and less physical contact in the society. 🤔

What do U think about Sarah Burton’s departure from Alexander McQueen?

Who could take over? Russell Bennet otherwise known as Bustle Rennet.

The puppet show and the farm show were sooo good

Heatherette's Richie Rich is the obvious answer and his debut collection needs to be Sanrio themed

90's Rave shirt classics !!!

Thanks

I love their fragrances.....I just bought the teddy bear one & cheap 'n chic. As for as their garments, well, that's a pass for me (just not my style) including their accessories. I saw a mini leather purse with the "Moschino" for $600. I think quiet luxury is taking more popularity & less in your face lux logos which has hurt the brand.

I miss Jeremy Scott. The brand is going to be hard press to find a replacement talent. Christopher Kane is busy with his eponymous brand, but he has the talent to head moshino. Kinda like JW Anderson does Loewe and his eponymous brand.

Jeremy Scott reminds me of the designer named Patrick Kelly

I have the penguin moschino phone case, i really liked a lot of Jeremy's 'tacky' stufd

Bring back Olive Oyl , so iconic !!❤

Chiara Ferragni should be next creative director

Franco is Moschino . A big fan and collector since late 80s.

I didn't like the latest show either. I didn't know about Jeremy's departure and as i was watching towards the end i saw the 4 stylists & i was like, "is this a joke?" Yes stylists CANNOT bring it on the runway even if they are considered to be big names.

the only thing i dont ge from this video is that you said jeremy's latest collections were subpar.. like they all were amazing and striking looking maybe even more than his first collections !!

I could see Mowalola take the helm. Similar camp but in a very politically conscious way and some edgy buzz

I had perfume from the brand it was looking like window cleaner or sth. Complete with a spray bottle look. 😅

Lol i like that franco moschino got the other brands mad

I loved their fashion until they started selling at Target, once they changed their target audience..they were finished within the U.S. market.

Moshino and UK garage went hand in hand