Moschino Store

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Twenty years ago Franco Moschino made his debut with his griffe. And he immediately started with a lot of irony. Then transgression, revolution, confusion. A style that changed fashion. And it still does so. With stinging slogans. Nature is a great love that in the nineties comes true through clothes and ecological advertising campaigns.

I wouldn’t want to sound too personal, but I have a special affection: my first fashion show was the Cadette one of 1992, designed by Franco Moschino. In that period his griffe didn’t exist yet (it would have come to life the following year). But Franco was already there. Indeed ha was there. I remember as if it were today, the catwalk, round and rotating, with models as still as dummies, dressed as follows: trench squeezed at the waist, black Stetson, very dark glasses and big gold circular earrings. Moschino’s griffe, considering that these were his four cardinal points for many following collections. It would be difficult to be clearer…1999 advertising campaign shows no doubt: it makes fun of fashion addicts.

Since then I have seen loads of fashion shows but one is impressed firmly on my mind: Franco’s farewell one, when he left. A wonderful party in a theatre filled with moved people who refused to believe that such an intelligent and special man had died so early. Meanwhile ten years have passed. Nineties, fashion obsession: the important thing is to be aware of it. Self-irony first of all (1989). According to “I am what I am”, sung by Gloria Gaynor, song which closed every Moschino’s fashion show in the eighties.

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