Moschino
Italian fashion in its most playful register.
Franco Moschino founded the eponymous Milanese fashion house in 1983 after seven years sketching for Versace and a stint at Cadette, building a label whose visual signature — irony, exclamation marks, slogans, deliberate kitsch — set it apart from the more austere registers of 1980s Italian fashion. The brand joined the Aeffe luxury group in 1999 and was fully absorbed by Aeffe in 2021. Fragrance has been licensed to Euroitalia since 1987 and runs in parallel with the house's playful aesthetic: the Cheap and Chic line in the 1980s, the windex-bottled Fresh Couture (Alberto Morillas, 2015), the teddy-bear Toy series, and a long catalogue of warm oriental and gourmand pillars. Perfumers include Morillas and Fabrice Pellegrin. It suits wearers who treat scent as costume — joyful, slightly ironic, and unashamedly Italian.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
