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moschino是一个创立20周年的米兰年轻品牌，以设计怪异著称。一款可爱的房屋型手提包就是最好的体现。花草印花手袋尽显年轻气息，深粉红和茶绿色相搭配的皮手袋又显示温文尔雅的一面。还有用纯金和水晶装饰的晚装凉鞋。

对于坚守实穿、优雅路线的米兰时装界而言，有风格戏谑的Moschino的存在实在是个异数。他的设计总是充满了戏谑的游戏感与对于时尚的幽默讽刺。在80年代末，他就把优雅的CHANEL套装，边缘剪破变成乞丐装，再配上巨大的扣子，颠覆大家对于时尚的传统印象。

Moschino常常把他对世界和平的渴望与对生命的热爱，放在他的服装设计中，所以在他的服装上常常会出现“反战标志”“红心”和鲜黄色的笑脸。

90年代初，Moschino本人去世之后，这个品牌的设计工作便由与Moschino一起工作多年的设计师群继起负责，延续其反讽幽默的风格，每季推出新作。

Moschino旗下共三个路线，分别为以高单价正式服装为主的Couture、单价较低的副牌Cheap&Chic以及牛仔装Jeans系列。而最直接的辨识方式，便是找到粗体大写的设计师名字MOSCHINO，它一定会出现在服装的布标上，或者偶尔也会变成服装上的图案。

除此之外，还有前面已经提过的“红心”“反战标志”“黄色的笑脸”，以及乍看很像奥莉薇的黑色剪影，都是Moschino服装上常会出现的图案。
创始人故事

以风格戏谑著称的莫斯奇诺Moschino在坚守实穿、优雅路线的米兰时装界而言实在是个异数。他的设计总是充满了戏谑的游戏感与对于时尚的幽默讽刺。
FrancoMoschino于1950年出生于意大利北方，1983年正式成立自己的品牌，那时他即决定用幽默趣味的方式来嘲讽当时的流行规则，但SMILE（微笑）及PEACE（和平）却是MOSCHINO一直传达的两个象征，旗下的香氛亦不例外。莫斯奇诺Moschino也因此被誉为和法国的JeanPaulGaultier齐名的时装界两大鬼才设计师。

发展历程

1983：法兰克默斯奇诺成立他自己的公司－月影综合企业有限公司(MoonShadow)，秋天时，在米兰展览会场春季时装秀上，他发表以他为名的精品系列服饰。当名模帕特·克利夫兰(PatCleveland)走出伸展台，穿着他设计的丝质晚礼服，脚下穿橡皮底帆布鞋，手上提着一个杂物袋，一出场，马上引起轰动。1984年春装零售成绩一鸣惊人，这品牌在美国瞬间崛起。

1986：默斯奇诺在他那离经叛道的世界，增加不同产品线，他推出了流行配件、牛仔系列，在米兰拿坡里皇宫(PalazzoReale)举办的春季发表会上，他设计的第一款男性服饰系列，现身舞台。
1987：推出第一款默斯奇诺香水，欧洲上市。
1988：默斯奇诺广为流传的Cheap&Chic系列，在米兰发表会，首度亮相。这款风格大胆系列精品，以假毛草为特色，默斯奇诺封它为“玩皮毛”系列。
发表主线产品时，默斯奇诺自己打断舞台秀表演，播放“流行闪电战”(FashionBlitz)录像带代替走秀，这个举动，对流行体系的正当性，提出挑战、质疑。在纽约伯明戴百货(BloomingdaleNY)，开设美国第一家默斯奇诺专柜店面。
1989：在米兰ViaSant’Andrea，史无前例，默斯奇诺开设第一家旗鉴店。
1990：一堆小妖精与芭蕾首席舞者共同演出。默斯奇诺“流行制度，请止步”(StoptheFashionSystem)广告策略打破传统。广告策略以讲求时尚的女吸血鬼为基调，整个图像，引人注目。
1992：今年的广告策略，默斯奇诺以关怀社会为主轴；这位设计师呼吁大家共同反毒、反暴力、反虐待动物。
1993：马可·寇伯贝帝被任命为首席执行长。
1994：默斯奇诺在1994秋季精品发表会上，提出明确的环保主张，强调与大自然和谐相处。这款时装使用对环境有益的材质与染料，贩卖时，被设定为“亲近大自然的衣服”(NatureFriendlyGarment)。这也是他在世时，亲眼所见最后一场服装秀。
1994.9.18：法兰克·默斯奇诺去世，享年四十四岁。他的大学同窗，也是他终身的朋友-罗赛拉·嘉蒂妮(RossellaJardini)，接任创意总监。
1996：推出两款香味更重的新香水，分别是“默斯奇诺的Cheap&Chic”(CheapandChicbyMoschino)和“默斯奇诺的赞叹声-噢！”(Oh!deMoschino)。同时，默斯奇诺在美国第一次成立独立店面，纽约、洛杉矶分别有新店开幕。
1997：推出第一款男性香水Uomo，全球同步上市。
1998：伦敦店、莫斯科店、拉斯韦加斯店(位于百乐宫–Bellagio)、阿布达比店(AbuDhabi)和杜拜店(Dubai)，新开幕。
1999：台北和香港中环置地广场，都有独立店面新开幕；东京(池袋区西武百货)、伦敦(塞福瑞吉-Selfridges百货译注1)和雪梨(戴维·琼斯百货DavidJones)新设专柜店面。

2003.2：Moschino米兰总公司与香港蓝钟集团签约成立合资公司–香港商默斯奇诺有限公司.
2003：默斯奇诺庆祝销售二十周年纪念，公司运作至今，有几乎一半岁月，没有创办人身影。

2008.4：Moschino中国地区第三家旗舰店在北京市商业轴心地带的东方广场开业。

MOSCHINO is a young brand of Milan, which has been founded for 20 years. It is famous for its strange design. A lovely house handbag is the best embodiment. Floral Printed handbags are full of youthful flavor, and the leather handbags with deep pink and tea green show the gentle side. There are evening sandals decorated with pure gold and crystal. For Milan's fashion industry, which adheres to the practical and elegant line, the existence of MOSCHINO with style and banter is a strange number. His design is always full of playful sense of game and humorous satire for fashion. In the late 1980s, he changed the elegant Chanel suit into a beggar's suit with the edge cut and a huge button, subverting everyone's traditional impression of fashion. MOSCHINO often places his desire for world peace and love for life in his clothing design, so there are often "anti war signs", "red hearts" and bright yellow smiling faces on his clothing. In the early 1990s, after MOSCHINO's death, the design work of the brand was undertaken by a group of designers who had worked with MOSCHINO for many years, continuing its ironic and humorous style and launching new works every season. MOSCHINO's three routes are couture, cheap vice brand cheap & chic and jeans series with high unit price formal clothing. The most direct way to identify it is to find the designer name MOSCHINO in bold capital, which will appear on the cloth label of the clothing, or occasionally become the pattern on the clothing. In addition, the "red heart", "anti war logo" and "yellow smiling face" that have been mentioned before, as well as the black silhouette that looks like Olivia at first glance, are the patterns that often appear on MOSCHINO's clothes. MOSCHINO MOSCHINO, whose founder story is famous for its style and banter, is a strange figure in the Milan fashion world, which adheres to the practical and elegant route. His design is always full of playful sense of game and humorous satire for fashion. Franco MOSCHINO was born in the north of Italy in 1950, and formally established his own brand in 1983. At that time, he decided to ridicule the prevailing rules in a humorous way, but smile and peace are the two symbols that MOSCHINO has always conveyed, and its fragrance is no exception. MOSCHINO is also known as one of the two most talented designers in the fashion industry, as well as Jean Paul Gaultier of France. Development course 1983: Frank MOSCHINO founded his own company, moon shadow. In the autumn, at the spring fashion show of Milan exhibition, he published a series of boutique clothing in his name. When pat Cleveland, a famous model, stepped out of the stretch stage, dressed in his silk evening dress, rubber soled canvas shoes at his feet and a glove bag in his hand, he immediately caused a sensation. In 1984, spring clothing retail made a great achievement, and the brand rose in an instant in the United States. 1986: MOSCHINO added different product lines in his rebellious world. He launched popular accessories and cowboy series. At the spring conference held by Palazzo reale in Milan, his first men's clothing series appeared on the stage. 1987: launch the first Muslim scent Eau De Toilette, which is listed in Europe. 1988: the cheap & chic series, widely spread by MOSCHINO, made its debut in Milan. This bold style collection is featured by fake fur grass, which is named "play fur" by MOSCHINO. When publishing the main line products, MOSCHINO himself interrupted the stage show performance and played the "fashion blitz" video instead of the show, which challenged and questioned the legitimacy of the popular system. In bloomingdaleny, New York, we opened the first mercino store in the United States. 1989: in viasant'andrea, Milan, for the first time, MOSCHINO opened its first flag reading store. 1990: a group of goblins perform with the chief Ballerina dancer. Stop the fashion system advertising strategy breaks the tradition. The advertising strategy is based on the fashionable female vampire. The whole image is eye-catching. 1992: this year's advertising strategy focuses on caring for the society. This designer calls on everyone to fight against drugs, violence and animal abuse. 1993: Marco koberbati was appointed chief executive. 1994: at the 1994 autumn boutique publishing conference, MOSCHINO put forward a clear idea of environmental protection and stressed the harmony with nature. This fashion uses materials and dyes that are good for the environment. When it is sold, it is set as "nature friendly garment". It was also the last costume show he saw with his own eyes. September 18, 1994: Frank MOSCHINO died at the age of 44. His college classmate and lifelong friend, Rossella jardini, took over as creative director. 1996: the introduction of two new fragrances with heavier fragrances, namely, "Cheap&, Chic" (CheapandChicbyMoschino) and "praise of Muse" - "Oh!" (Oh!deMoschino)。 At the same time, for the first time, MOSCHINO set up an independent store in the United States, with new stores opening in New York and Los Angeles. 1997: launch the first male perfume Uomo, the global simultaneous listing. 1998: the London store, the Moscow store, the Las Vegas store (located in Belle Palace - Bellagio), the Abu Dhabi store and the Dubai store were newly opened. 1999: both Taipei and Hong Kong Central Land plaza have new independent stores; Tokyo, London and David Jones have new counters. 2003.2: MOSCHINO Milan head office signed a contract with Hong Kong Blue Bell group to establish a joint venture company - Hong Kong mercantile mercino Co., Ltd. 2003: mercino celebrated the 20th anniversary of sales. The company has been operating for almost half of the years, without any founder. April 2008: MOSCHINO's third flagship store in China opened in the Oriental Plaza, the commercial hub of Beijing.

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