MOSCHINO

Origin: Milan, Italy

Founded: 1983

Founder: Franco Moschino

Brand Story:

Founded in Milan in 1983 by Franco Moschino, the house established itself as high fashion’s ultimate agent provocateur, using irreverent humor, surrealist satire, and pop-art irony to mock traditional luxury conventions. Renowned for turning fashion on its head with slogans like "Good Taste Doesn't Exist," Franco Moschino incorporated bold graphics, food packaging references, and cheeky details directly into Italian-tailored garments. The brand reached new heights of pop-culture virality under Jeremy Scott’s tenure (2013–2023), producing iconic collections inspired by fast food, Barbie, and cardboard boxes. Instantly recognizable by its signature Moschino Teddy Bear, bold gold lettering, and biker-jacket handbags, Moschino remains an enduring icon of theatrical, lighthearted Italian luxury and subversive street-level fun.