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Oct 24, 2022
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Moschino launches a new line focused on denim

Translated by
Oct 24, 2022

Surfing on the great return of denim, Moschino launches a line based on this popular material. Called Mo5ch1no Jeans, this new collection of women's ready-to-wear and accessories, designed by the house's creative director Jeremy Scott, is entirely dedicated to the world of blue fabric. It begins with the fall 2023 pre-collection and will be distributed online and in a network of multi-brand stores from May 2023.

Moschino's creative director Jeremy Scott - © Giampaolo Sgura

Positioned in the contemporary segment of second lines, Mo5ch1no Jeans is part of the new strategy of the Italian fashion group Aeffe's flagship house, which has taken over all the strategic activities of the brand directly for a year. Beginning with the total control of Moschino via the purchase of 30% of the missing capital from the Sinv group.

On this occasion, Aeffe also took over the management of the Love Moschino line, produced and distributed until then under license by Sinv. Originally, it was the former women's ready-to-wear line Moschino Jeans, launched in 1986 by the founder of the house Franco Moschino, and renamed Love Moschino in 2008. This line has been relaunched around a new project "inspired by tradition, history and denim culture", through "its European roots and American pop culture".

The original Moschino Jeans line will be revisited with the usual irony which characterizes the label and will be "interpreted in a contemporary fashion from a design and production point of view," it says in a statement, saying that "the denim is treated in washes, sanforized, fringed and also features visible stitching and patchwork pockets, including on unexpected fabrics."

Mo5ch1no Jeans will be composed of clothes and accessories made of denim, but also in other fabrics creating a denim effect, such as chambray fabric, cotton, jersey, velvet and leather. All of this is enriched with the typical denim embellishments, such as rivets and metal buttons.

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