Store Love Moschino

Product range. Multicoloured pop-art graphic print jeans and jackets, pink frayed cropped trousers, and red brushed cotton gabardine skirts, and other pieces with the signature gold chain trims and all over heart motif stamped at every opportunity: all in all, one has to have some guts, a good deal of self-irony, infantilism to go out there clad in Love Moschino.

Originality. Love Moschino is one of the three Moschino lines alongside Moschino Main Line and Moschino Cheap & Chic. Being a diffusion line, Love Moschino collections come at a lower price point, utilize less inventive prints that more often than not teeter on the edge of kitsch, and have a cheaper overall look and feel.

Chic. Moschino live in a world of their own. The brand was much hyped in the 2000s, but recently has become more of a niche lacking strong competition but also being led astray of the herd.

Pricing. Love Moschino is the most affordable line by Moschino. Jumpers are £325, tees are £120, outerwear is £800 and more.

Corporate history highlights. Incidentally, the late Franco Moschino (born in Milan, Italy), the company founder, was a wannabe painter. To pay for the tuition at Accademia delle Belle Arti in Milan, he worked as a part-time fashion magazine illustrator and gradually got immersed into the fashion world. Six years later, in 1983, he released his maiden collection that somewhat outraged the fashion establishment. Love Moschino, a diffusion line, was launched in 1986 under the name Moschino Jeans. It was until 2008, that Love Moschino received its present name.

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