Anisha Riggs
Italian fashion group Aeffe sold the Moschino brand for perfumes to Euroitalia for 98 million euros ($110 million) in September 2024. Euroitalia has been making Moschino fragrances since 1987 and was already the exclusive licensee of the brands in its portfolio. Moschino's perfumers have included Alberto Morillas, Nathalie Lorson, Olivier Polge, Olivier Cresp, and Yann Vasnier, among others. The brand is known for its playful and eccentric designs, with bottles shaped like cleaning products or resembling cartoon characters. Creative Director Jeremy Scott is known for infusing each scent with his cartoon-like and mischievous personality.
| Characteristics | Values |
|---|---|
| Perfumers | Olivier Cresp, Olivier Polge, Antoine Maisondieu, Guillaume Flavigny, Vincente Marcello, Ilias Ermenidis, Alberto Morillas, Olivier Pescheux, Nathalie Lorson, Alexandra Kosinski, Fabrice Pellegrin, Domitille Michalon Bertier, IFF, and Yann Vasnier |
| Creative Director | Jeremy Scott |
| Founder | Franco Moschino |
| Year founded | 1983 |
| First fragrance | Moschino for Women, launched in 1987 |
| Current owner | Euroitalia |
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What You'll Learn
Moschino perfume design and inspiration
The Moschino brand is known for its playful, eccentric, and colourful designs, as well as its social commentary. This aesthetic is reflected in the design and inspiration of its perfumes, which are often described as irreverent, fun, and mischievous. The brand's late founder, Franco Moschino, refused to identify as a fashion designer, instead emphasising the social-psychological aspect of the job. This perspective is evident in the brand's unconventional approach to both fashion and fragrance design.
Moschino perfumes are known for their unique and playful bottles, which have included shapes like teddy bears, cleaning products, and cartoon characters such as Olive Oyl from Popeye. The brand's creative director, Jeremy Scott, is known for infusing the fragrances with his cartoon-like and cheeky personality, mirroring the style seen in his fashion and accessories lines. Scott challenges conventions, often incorporating recognisable advertising logos and turning them into iconic emblems in the fashion world.
The design of the bottles often belies the sophistication of the fragrances inside. For example, the "I Am Not A Toy" perfume features a teddy bear-shaped bottle with citrusy woody-floral top notes of juniper, mandarin, bergamot, and spicy cardamom. As the fragrance warms on the skin, it reveals base elements of cedarwood, sandalwood, and vanilla beans, creating a huggable warmth. Another example is the "Cheap & Chic So Real" fragrance, which draws inspiration from Olive Oyl's travels and awards. The fragrance itself is described as bright and cheeky, with notes of bitter orange, raspberry, mandarin, and blackcurrant sorbet.
Moschino has collaborated with renowned perfumers such as Alberto Morillas, Fabrice Pellegrin, and Yann Vasnier, among others, to create sophisticated and intriguing fragrances that live up to the brand's playful image. The brand's first fragrance, "Moschino for Women," was launched in 1987, followed by "Moschino for Men" in 1990. Since then, Moschino has continued to produce fragrances for both men and women, maintaining the fusion of thought-provoking design and couture values that the brand is known for.
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Perfumers behind Moschino fragrances
The Moschino brand was founded in 1983 by Franco Moschino, who passed away in 1994. The company has been producing fragrances for both men and women since 1987, with its first-ever fragrance being Moschino for Women, followed by Moschino for Men in 1990. The brand is known for its playful, eccentric, and imaginative designs, as well as its social commentary.
The perfumers behind Moschino's beloved fragrances include some of the most renowned names in the industry. Alberto Morillas, for example, crafted the Moschino Fresh Couture fragrance, known for its fresh and playful design resembling a bottle of cleaning spray. Morillas also collaborated with Fabrice Pellegrin on the creation of Moschino 2. The first masculine fragrance from the brand, Toy Boy, was composed by Yann Vasnier, a talented perfumer who created a spicy, woody, and ambery scent with intriguing notes.
Other notable perfumers who have contributed to Moschino's fragrance line include Olivier Cresp, Olivier Polge, Antoine Maisondieu, Guillaume Flavigny, Vincente Marcello, Ilias Ermenidis, Olivier Pescheux, Nathalie Lorson, Alexandra Kosinski, Domitille Michalon Bertier, and IFF. These perfumers have helped shape the unique and playful world of Moschino fragrances, often drawing inspiration from cartoon characters like Olive Oyl.
The creative direction of the brand has been overseen by Franco Moschino's friend and collaborator, Rosella Jardini, after his passing, and more recently, Jeremy Scott, the artistic director, has brought his cartoon-like and mischievous personality to the fragrances, infusing each scent with his unique style.
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Creative directors and their influence
Creative directors play a pivotal role in shaping the vision and aesthetic of a fashion house, and Moschino has been defined by its irreverent, playful, and often mischievous approach to fashion and fragrance. The creative directors of Moschino have undoubtedly influenced and guided this unique path.
The founder of the house, Franco Moschino, set the tone for the brand's future. Known for his wild humour and irony, he once remarked, "I often refuse the name of fashion designer. It’s a superficial, stupid job. The social-psychological aspect is more interesting." This quote exemplifies his desire to challenge conventions and inject fun into the industry, a legacy that has continued under subsequent creative directors.
Jeremy Scott, Moschino's creative director for ten years until March 2023, is credited with bringing fun back into fragrance. His playful signature is evident in the design of the Fresh Couture perfume, which was disguised as a bottle of cleaning spray. Scott's larger-than-life personality and penchant for turning conventions on their head are also reflected in his fashion designs, such as sweatshirts emblazoned with burger brands and retro advertising logos.
Following Scott's departure, Davide Renne briefly held the position of creative director before his untimely passing. Renne's influence on the brand's fragrance or fashion collections is unclear due to his short tenure.
Adrian Appiolaza is the current creative director of Moschino. Appointed in January 2024, Appiolaza brings over two decades of experience to the role, having worked with renowned brands such as Miu Miu, Louis Vuitton, and Chloé. He has expressed his intention to maintain the theatrical style that Moschino is known for while translating Franco Moschino's DNA into a contemporary language. With his explosive creativity and knowledge of fashion history, Appiolaza is expected to write a new chapter for the brand, building upon the foundation laid by his predecessors.
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The history of Moschino perfumes
The Italian luxury fashion house Moschino was founded in 1983 by Franco Moschino in Milan. Known for its over-the-top, campy designs, the company specialises in ready-to-wear clothing, handbags, and fashion accessories. The founder, Franco Moschino, was born in Abbiategrasso, Italy, in 1950 and studied at the Accademia di Belle Arti in Milan from 1968 to 1971. Upon graduating, he worked as a design sketcher for Versace from 1971 to 1977 and designed for the Italian fashion house Cadette until 1982. In 1983, he created "Moschino Couture!", owned by the Milan-based holding company Moonshadow.
Moschino made its catwalk debut in Milan in 1983 and became known for its thought-provoking designs, wild humour, and irony, as well as its beautiful finish and elegant design. The brand's first fragrance, Moschino for Women, was launched in 1987, followed by Moschino for Men in 1990. The company has continued to produce fragrances for men and women under both its Moschino and Cheap and Chic brands, collaborating with perfumers such as Alberto Morillas, Fabrice Pellegrin, and Yann Vasnier.
Moschino's perfumes are known for their tongue-in-cheek designs, from bottles shaped like cleaning products to those resembling cartoon characters. The creative director, Jeremy Scott, who joined in 2013, is known for infusing each scent with his cartoon-like and mischievous personality. Scott's first collection debuted in Fall 2014, and in 2014, he designed a smiley face-themed outfit for Katy Perry's world tour. In 2015, he designed a black one-piece outfit with Swarovski crystals for Madonna's world tour.
Moschino's perfumes have included "I Am Not A Toy", which became an instant sell-out, and "Cheap & Chic So Real", inspired by the cartoon character Olive Oyl. The brand's perfumes feature sophisticated and complex scents, with top notes such as juniper, mandarin, and bergamot, and base notes like cedarwood, sandalwood, and vanilla beans.
In recent years, Moschino has undergone several changes in creative direction, with Scott departing in 2023 and the subsequent appointments of Davide Renne and Adrian Appiolaza.
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The sale of the Moschino perfume brand
The Moschino brand is an Italian fashion house founded in Milan in 1983 by Franco Moschino. It is known for its playful, eccentric, and imaginative designs, blending high fashion with a sense of humour and social commentary. The brand offers clothing, accessories, jewellery, cosmetics, and fragrances.
In 2024, Italian fashion group Aeffe, the parent company of Moschino, announced it would transfer the ownership of the Moschino brand, specifically related to cosmetics and perfumes, to Euroitalia for 98 million euros ($110 million). This move aimed to reduce Aeffe's debt and support the expansion of its brands, with the belief that Euroitalia would drive the further evolution and growth of the Moschino brand.
The first Moschino fragrance, "Moschino for Women," was launched in 1987, with "Moschino for Men" following in 1990. Since then, the brand has continued to create vibrant and eccentric fragrances, with tongue-in-cheek designs and sophisticated scents. The perfumes have drawn attention for their unexpected combinations, such as the "I Am Not A Toy" perfume, which features a teddy bear-shaped bottle with a surprise blend of citrusy woody-floral notes.
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Frequently asked questions
Moschino perfumes are made by the Italian fashion group Euroitalia.
The first Moschino perfume, Moschino for Women, was launched in 1987.
Moschino's creative director, Jeremy Scott, is known for bringing fun to fragrance with his playful designs.
'I Am Not A Toy' became an instant sell-out, with a teddy bear-shaped bottle and a surprise blend of citrusy woody-floral notes.
Moschino has collaborated with renowned perfumers such as Alberto Morillas, Nathalie Lorson, Olivier Polge, Olivier Cresp, and Yann Vasnier.
