MOSCHINO
Indonesia

Moschino is one of the most iconic Italian fashion brands, globally recognized for its irreverent design, limitless creativity, and unique way of transforming contemporary luxury into artistic expression. Founded in 1983 by Franco Moschino, the maison was born with the purpose of challenging the conventions of traditional haute couture, introducing humor, irony, and a avant-garde vision that boldly and provocatively combined art and fashion. Since its inception, Moschino has stood out for its pop style, unexpected cultural references, and intelligent irreverence, becoming a global symbol of creative freedom and individual expression.

Moschino's history is marked by moments of pure innovation and aesthetic rebellion. The founder, Franco Moschino, believed that fashion should be fun, accessible, and provocative. His work always reflected a critique of excess and superficiality in the industry, transforming each collection into a true artistic and social message. After his death in 1994, the brand kept alive this Italian heritage of daring and originality. Under new creative directions over the years, it found in Jeremy Scott, since 2013, the perfect successor to perpetuate the Moschino creative spirit. With him, the maison gained new energy, reinforcing its irreverent aesthetic and reinterpreting the brand’s legacy with a modern, playful approach deeply connected to pop fashion culture.

Under Jeremy Scott’s direction, Moschino has established itself as a global reference in avant-garde fashion and contemporary luxury. The collections combine streetwear elements with playful haute couture, creating a fusion of glamour and visual sarcasm. Scott brought youthfulness and theatricality to Moschino runways, turning each show into a spectacle that blends art, fashion, and humor. This vibrant and visually striking aesthetic has become synonymous with the brand’s new era, where each piece conveys a bold identity and an intelligent challenge to conventional norms.

Moschino's core values revolve around authenticity, creativity, and freedom of expression. The brand believes that fashion should communicate and reflect the attitude of the wearer. Individual expression is a cornerstone of Moschino's philosophy, evident in creations that mix art, pop culture, and refined humor. The touch of irony and fun introduced by Franco Moschino remains present under Jeremy Scott’s vision, who celebrates the rebellious and irreverent spirit of the maison while preserving the essence of Italian fashion with a contemporary boldness.

Moschino's design philosophy combines Italian luxury with creative irreverence. Each collection is developed to surprise and provoke reflection, while maintaining the elegance and savoir-faire typical of Italian haute couture. The pieces are known for vibrant colors, iconic logos, eccentric prints, and direct references to pop fashion culture. This approach makes Moschino a unique brand, where contemporary luxury meets fun and artistic exaggeration.

Italian heritage is present in every detail of the brand, from tailoring quality to the passion for aesthetics and design. Even with all its irreverence and boldness, Moschino remains faithful to Italian fashion traditions, preserving artisanal refinement, attention to detail, and technical excellence that define the great maisons of the country. This fusion of tradition and modernity gives the brand its unique character and international prestige.

Beyond fashion, Moschino has conquered the world of perfumery with the Moschino perfume and its iconic fragrances, which reflect the same creative and humorous spirit as its collections. Perfumes such as Moschino Toy, with a teddy bear-shaped bottle, and Cheap and Chic, inspired by the character Olive Oyl, capture the brand's playful DNA: luxury with irreverence and fun. Each Moschino fragrance is an olfactory extension of the maison’s bold identity, reaffirming its commitment to originality, creative design, and individual expression.

Today, Moschino continues to be a global symbol of creativity and aesthetic freedom. The brand keeps alive the essence of Franco Moschino — who believed fashion should make people smile and think — while continuing to evolve under Jeremy Scott’s vibrant touch. Above all, the maison represents a celebration of individuality, imagination, and the courage to be different. In a world dominated by uniformity, Moschino champions the beauty of diversity and the power of personal style, reaffirming its place as one of the most influential and creative expressions of contemporary Italian fashion.