Based on the concept of offering an alternative to the traditional fashion system, Moschino reveals a creativity that is more interested in transforming what exists than being tempted by the ephemeral. That’s why Moschino creates its own fashion trends rather than follow the system. Its creativity is expressed through a new combination of stylistic elements that conveys its vision of a disenchanted future. That vision has often been confused with irony and self-irony only because it is not self-referential.
With each collection, Moschino translates the joy of fashion and its lighthearted approach into an exciting story about the beauty of style expressed through clothes that represent the enthusiastic desire for elegance and beauty that women and also men never lose, even when faced with the problems of everyday life. That’s why even though it is an expression of contemporary fashion, Moschino stands apart from the chorus and sings solo to give its own personal rendition of the music of today.