His fantasy knew no bounds, he did not want to accept the limits of decency, and considered the quality of the raw materials used to be the most important criterion for creating clothes. “Rebel”, “clown”, “mischievous bully”, “antihero of the fashion industry” - the designer received such compliments from his colleagues, and devoted fans snapped up his collections in a matter of hours in an attempt to create a unique extravagant image.
In the photo, Franco Moskino is a man who sent fashion to hell, but at the same time became more and more popular in this industry.
Start
He was born in a small town in 1950. Already in childhood, Franco showed talent, which later became for him a happy ticket to the fashion world. Moskino loved to draw. Everything that surrounded the boy and everything he dreamed about was reflected on paper. The younger member of the Moskino family seasoned his pictures with a riot of colors and a share of imagination. Perhaps the parents thought that his son was destined to become a great artist. But life has made adjustments to the fate of a talented child.
The death of his father crippled the financial condition of the family. Franco, forced to become a breadwinner, took up any work for the sake of earning. Despite fatigue, he continued to paint, and after graduation, he entered the Milan Academy of Fine Arts. The big city has opened up enormous prospects. It was still tight with money to pay for my studies. But thanks to his talent, Franco easily finds part-time jobs. Franco Moskino creates sets and illustrations for magazines and glossy magazines, including Linea Italiana and Harper`s Bazaar. That's how the need for money brought him into the world of fashion.
The young fashion designer easily made friends and made the necessary acquaintances. A striking sense of humor and subtle irony were popular with people, and he soon gained popularity in the circles of fashion publications. At 19, he received an invitation to become an illustrator of the collections of Gianni Versace himself. The young man happily agreed and worked for six years with the great designer, comprehending the basics of the fashion industry under the strict guidance of the maestro.
Biography of Franco Moskino: the path to success
Even then, drawing sketches, he allowed himself liberties, which won scandalous fame. But Gianni, like no one else, understood that scandal was a great PR. Therefore, he immediately invited the young man to develop advertising campaigns for his Fashion House.
The years near Gianni Versace became a kind of school of theory and practice, which Franco learned with ease. But not everything that the great maestro offered, the young man received with enthusiasm. Together they were creating indecently luxurious outfits, but Moskino dreamed of light clothes that could be worn on the street.
In the 70s, fashion turned into art. Only rich people could afford luxury models. Here, a native of the middle strata of the population utters a daring phrase for that time:
Fashionable is what you like!
This path was chosen by a young talent - Franco to create comfortable and more democratic street clothes.
Finest hour
In 1978, Franco joined Cadette. Here he released his debut line, which lasted as long as 11 seasons, that is, 5 years. She did not fit into the framework of traditional fashion. No one in the world has done anything like this. This was the beginning, and work on the collection determined the style that the fashion designer would later pursue.
It was in Cadette that the fateful meeting with Rossella Giardini took place. At that time, she collaborated with Nicolo Trussardi. Perhaps this was the most important moment in Franco's life. What is there to hide, at first the young man did not like the girl. But this did not stop accepting the proposal to work together. She became an assistant in the creation of Cadette collections, then, moving to Botega Veneta, she was responsible for the release of accessories and shoes, and after their tandem moved to something more. Rossella Giardini became for Franco Moskino a wife, friend, ally and beloved muse. They were inseparable until their death. The sad moment in her life was preceded by 11 years of success, during which the fashion designer strove, if not to destroy, then thoroughly "undermine" the bored and boring foundations of the fashion world.
Many call it the classico con twist style. We admit that he did not create new trends and forms, but took the classics as a basis and made fun of it from the heart. Despite this, Rossella never regretted her choice, and a few years later she said:
With Franco I got into an extravagant, wonderful and strange world.
Moschino: brand history
Franco Moskino eventually understands that pampering in the fashion world is his "trick", and decides to make money on it. The idea of creating your own brand has long been in my head, but permanent employment prevented me from doing such mundane things.
It was Rossella who convinced Franco to open a Fashion House, and already in 1983 Moonshadow appeared on the world fashion arena and the Moschino Couture brand was registered. Since then, they started talking about him, not only in Europe, but also far beyond its borders.
The young rebel did not respect the established fashion canons at all. He made clothes against common sense. Franco Moskino was amused by the hype around his name - his colleagues were tirelessly rattling that he dishonored fashion with his innovative crazy ideas. But, nevertheless, each collection enjoyed incredible success and popularity among a grateful audience. As a result, criticism has become an integral part of the work of the fashion designer. But he didn’t care much. He achieved his goal - breaking stamps and ridiculed fashion worship.
Collections
The designer drew inspiration from the strangest sources. Against the background of the luxury and general wastefulness of that time, he was able to achieve expressiveness, using elements of surrealism and competently combining the palette and textures.
Flamenco, the great Mughals, flowers - everything was mixed in the autumn collection of 1996. She also presented a small black dress (understood which way the mockery was?) With numerous frills and a scarlet rose on the lower back, oriental tunics made of patterned silk and a leather trench coat with a print resembling a carpet.
In 1997, Franco Moskino opened the show with a model in a strict black suit and a headdress with numerous roses. But the three dresses, which, being close by, created the image of the Taj Mahal, were greatly admired.
The inspiration for the 1999 collection was the film The Mask of Zorro. Mannequins in fencing suits appeared on the front of the stage, and after that, models in black dresses decorated with tassels, tiers of ruffles, knitted lace and numerous cuts.
The spring-summer 2001 season was held under Spanish motifs, stripes of black, white and red colors, as well as signature peas. The evening dress with its frills on the shoulder and hem, resembling a costume of a flamenco dancer, was decorated with a pattern of colored magazine covers. This model became a “black sheep” among school suits with narrow ties, black blazers worn over vests.
Collaborations
In 2007, together with Max Safety Fashion, the Moschino brand launched a series of motorcycle helmets for the 65th anniversary of the Milan EICMA exhibition.
In 2009, Pixie Lott and Moskino developed a line of T-shirt tops. The limited collection was made in gray and decorated with lines from the songs of the vocalist. The cost of each T-shirt was 6,380 rubles (85 euros). You could become the owner of exclusive clothing through the official website. All the money from the sale was sent to a charity fund created in support of people suffering from Perthes syndrome.
In 2011, a capsule collection of plastic ballet flats was created together with Kartell, a company specializing in plastic furniture.
In 2005, clothes from Franco Moskino were developed for the most popular doll in the world - Barbie.
In 2016, three designs of Coca-Cola Light Loves Moschino cans appeared in the form of cow skin, hearts on a pink background and a table for determining the quality of vision.
And 2018 was the year of collaboration with H&M. "Cartoon haute couture" - this is how the creative director of the brand, Jeremy Scott, described the launch of the heroes of Warner Bros., Disney and Nickelodion. The collection was presented with clothes not only for people, but also for animals. Dog owners can purchase two kinds of hoodies and a leash for their pets.
The curtain is down
The cause of the death of Franco Moskino became complications from AIDS. He died in 1994 when he was only 44 years old. Until the last days, the talented fashion designer remained an entrepreneurial businessman: he managed to launch an eco-line called Ecouture !, replace real fur with artificial fur and raise a large sum for a charity that helps children in the fight against AIDS.
Decor in the form of safety pins, plastic scrambled eggs, fur coats from teddy bears, evening dresses decorated with Mickey Mouse, parodies of Chanel, silk blouses burned with an iron - these are just a small part of the "craziness" that Franco Moskino allowed himself to create collections. He easily persuaded fashion models to defile backwards, and invited viewers to throw tomatoes that they didn't like.
Life after death
A year after the death of her husband, Rossella Giardini, who became the head of the Moschino brand, releases Cheap & Chic, a female floral fragrance. Perfume advertising was more like instructions:
Apply the fragrance to the neck, wrist, décolleté, tip of the nose, then with an indifferent look walk past the man you are interested in, as if not noticing it. We recommend bringing the man to a boil slowly. But if you have little time, speed up the process with provocative looks and passing phrases. Do not spray Cheap and Chic near excessively hot bodies! It is not safe! Moschino is not responsible for improper use of the fragrance. Spray the perfume with care - more men can fall into your bait than you would like!
In the same year, sun-protection optics for men and women appeared. In 2000, they released a collection of clothes for young customers - the Moschino Kids line of children. In 2005, the brand created concert costumes for the Kylie Minogue tour called Showgirl - The Greatest Hits Tour. In 2006, Moskino participated in the development of sportswear for participants in the opening ceremony of the Winter Olympic Games in Turin.
Thanks to Rossela Giardini, Moschino did not cease to exist. The wife successfully continued the business, and in 2013 transferred it to safe hands. Jeremy Scotty did not betray the main goal and ideological philosophy of a man who openly laughed at those who became victims of the fashion industry, but could hardly imagine that they would elevate his collections to the rank of fetishes.