The Rise and Fall of Moschino

Moschino grew to prevalence in the mid-1980s for their unapologetic protest of the fashion system and later his timely objection to a wide range of topics from racial inequality, to HIV to the environment. Since then, Moschino has come a very long way from the provocative, activist brand it once started as. They grew surely and quickly through good planning, timely expansion and eye-catching design, that saw them transition smoothly from the commercially focused Rossella Jardini to the nostalgic camp designs of Jeremy Scott, but now they're in the midst of transition once again with Jeremy Scott’s departure, which seems to suggest that for the first time in decades, their future is uncertain
#fashion #moschino #milan
Beauty Channel: / @underskinyt
Patreon: patreon.com/understitch

[@jacksonmahr8915]

So unusual that one man can threaten to cave in an entire industry by simply reflecting the public - by just paying attention to the world beyond Place Vendôme. Great story (as usual)

[@understitchYT]

He really was not afraid to speak his mind ol’ Franco, such a great mind, gone far too soon

[@sepultina]

I was aware of rebel status of Franco Moschino and his namesake company but his last collection was released when I was a teenager. The perfumes, the posters, jeans, hype - it was perceived cool. I did not think of narratives back then. I was surprised to hear that inflatables collection by Jeremy Scott was a commentary on inflation! I think this was not promoted too well.

[@understitchYT]

Franco was such a rebel, in my head his rise to relevancy was somewhat similar to Vetements where it was quite political and critical of fashion while still being very desirable

[@RainyDayz440]

😊

[@RainyDayz440]

😊

[@lgustavin99]

One thing that I love from Jeremy is that he really wanted for their designs to be part of people's lives and he even said that he didnt care if people buy any repicas or fakes inspied by their work, Jeremy's work in Moschino it's what really made me go into the fashio world and vene inspired me to study the fashion deisgner career ❤

[@understitchYT]

he seems genuinely like a really nice guy, I know he saw my instagram mention of him when I posted about this video so I hope he watches it so he can realise that when I say "fall" I am in no way referring to him

[@justicedemocrat9357]

Who the hell is repicas?

[@NIGELNOTRENDS]

The level of research in your videos is quite remarkable. You fill in so many gaps of my understanding of a designers history and to that I say thank you. Fantastic work

[@understitchYT]

Im so glad you enjoyed the research, its my favourite part of all of this, I just want to know as much as I can and if I can know it, other people should be able to learn it too if they want (or at least thats how I think)

[@sarahrean7174]

So I trust you 😅 I am knew here so I subscribed after reading your comment 😊

[@elektrablacksky]

It really is 🎉

[@ClaireMonica-Art]

I was brand manager for this beautiful brand during the early 2000s in London! I loved the ladylike styles and witty approach - but this kitsch approach even alongside some classics went south with minimalism and ‘trend’ fashions - he was a creative genius and loved his provocative nature. I can attest to the quality of the main and C&C line - still have some pieces! I think it can be the new Channel and sell its Italian playfulness rather than ‘shock catwalks’ of JS (though he is genius) …. Now is the time for the brand 🔥 & reissues of what made their mark! I would looove to design for them - great video as per usual 👏

[@understitchYT]

They both had their talents, thats very true. I think JS was a really great fit for the brand and its a shame to see him go while in a lower buzz period, but Im glad he is being well remembered for his work. I hope they keep the playfulness going forward, it doesn't need to be JS's brand of silliness, but a sense of joy is really at the heart of Moschino so I do hope its not lost

[@gurlbye9942]

I’m honestly more impressed with the fact that Moschino not only lasted as long as it did but also did it very successfully. Back in the late 2000s, I thought for sure Moschino was already forgotten. I didn’t know they were thriving. lol

[@understitchYT]

Second richest designer in all of Italy, that just blew my mind to read that

[@blackathena1565]

Me too! I remember seeing the some pieces in Marshalls and TJ Maxx when I was younger - goes to show you only know what you know!

[@fashionablyangelo]

As an employee I’m limited on what I can say publicly but this video was spot on! Great job! 👏🏾👏🏾👏🏾

[@understitchYT]

Thank you so much Im glad you watched it 😇💕

[@fashionablyangelo]

@@understitchYT Thank you for making it, a client referred the video and It’s remarkably well done and researched.

[@understitchYT]

@@fashionablyangelo oh thats so interesting that a client suggested it, that makes me even happier. I'm glad it got to people in the Moschino label. Every company has good and bad of course, but I have a lot of respect for Moschino for just doing its own thing. I hope they have a really good commercial period after this big change

[@SquizzMe]

A better way to critique the fashion industry is to expose its devastating effects on society, not by piggybacking off its success, perpetuating its elitism and keeping it profitable. Regardless, this video is superb. The research done is immense!

[@understitchYT]

You make a great point, but its amazing how quickly a statement can transfer into another money making machine. I think the most recent example is Vetements that really started as a critique and now is just a corporate money maker 🤷

[@SquizzMe]

@@understitchYT Yes, I suspect Moschino's intentions were honorable but ultimately became absorbed by the industry.

[@GoBizBaz]

​@@SquizzMesee money greed

[@VioletFem]

My favorite Moschino collection was the Versailles collection in 2020. I just love those silhouettes re-interpreted in the modern way. I would also love to see how a designer like Colm Dillane will design Moschino collections. Colm is such a talented designer who can imbue both humor; unique designs and wearability in the garments that he creates.

[@understitchYT]

I enjoyed that collection too, just a good bundle of camp in a fun way

[@TheBearAspirin]

I worked at I. Magnin in the late 80s into the early 90s. I loved Moschino primarily because the brand was fun but when the activism (especially around HIV/AIDS) took off, I was hooked. I now regret selling off a lot of the menswear I had in the early 2000s. ❣

[@understitchYT]

They really pioneered the desire for designer brands to be philanthropic, seldom before him were brands openly charitable, though some individuals were like Schiaparelli during the war

[@Fashionista1386]

I remember the Moschino Barbie collection…so nostalgic and iconic 🎀💝👗👠

[@understitchYT]

SOOOO ICONIC, that was really the only collection I ever remember seen around london like a real trend. So many people had on the barbie moschino knit or t-shirt that it felt very communal, really resonating with the public

[@sepultina]

And Moschino totally missed the gravy train that Barbie Movie has been. They could re-release all the iconic items in maybe new shades ( pastel pinks, yellows etc) and negotiate use of items in the movie. Missed opportunity

[@understitchYT]

I would imagine theres a contract there that says it was limited to a one time production perhaps (though I cant imaging Mattel would say no to a revival)

[@Fashionista1386]

@@sepultina I absolutely wish they would’ve done some type of relaunch even if it was just some of the pieces. I definitely would have purchased something (huge Barbie fan here lol) and I do agree it was a missed opportunity :(

[@understitchYT]

I cant believe they didnt even do it for the 40th! Its such a shame not to see a greatest hits of all three designers. I hope they think of it in 2033 😂

[@BellaRio2]

This channel has been instrumental in helping me to learn about high-end fashion. The detailed information lets me know that an extensive amount of research went into creating these videos. And for this, I wholeheartedly thank you. Also, that Cheap and Chic line had a parfume- the one in the orange and green bottle- was my absolute favorite! It was discontinued in the US and miraculously I found a gift set of it (with Popeye on the gift box) while in Florence, Italy. I held onto that parfum for as long as I could LOL

[@understitchYT]

Yes it did! It had several perfumes actually, they were very successful commercially. And thank you so much Im glad you enjoyed the video 🥰

[@victorcraraujo]

I loooooove your videos, so well made! I loved Jeremy's era at Moschino. I remember not being into fashion very much and seeing that Moschino bear/perfume/McDonalds inspired dresses EVERYWHERE and I also loved the last collection as well. The pandemic era it wasn't interesting at all, I agree with you. Oh, and that one collection inspired by bondage was very...um...sexy (lol). But I don't know, I'd love to see Giuliano Calza from GCDS doing Moschino, it would be sooooo cool.

[@understitchYT]

Im so glad you like it! And thats honestly the best suggestion imo for who should take over, I cant believe I didnt think of it, but its completely perfect

[@Becausing]

I’m surprised the SS20 Halloween collection wasn’t mentioned! It’s probably my favorite collection of Jeremy’s. The concept, set, references, and actually wearable takes on Halloween costumes were great!

[@understitchYT]

The mens collection? Because yea honestly loved that one too

[@thisorthat629]

@@understitchYT there even was some women's designs, but i believe they went under universal x mischino and not officially as ss20. really wanted that dracula dress, but right around that time moschino started being delisted on a bunch of sites, so haven't gotten my hands on it yet nvm some monster designs actually went under resort 2020, but shown at universal. others "just" under universal x moschino

[@JermaineJagger]

THANK YOU for making this video on one of my favorite designers since I was a child! Francos humor yet seriousness when it came to garments was brilliant and something that is so rare today! Im glad I was alive during the 80s to witness this firsthand and see how he influenced so much of the trickle down fashion as well with some of his parodies of fashion in general. I was thrilled when Jeremy took over the house, thinking he would be the perfect fit to inject the humor & wit back into the brand, which he did for awhile but many of the collections just felt just like Jeremy Scott line collections. I would absolutely LOVE for you to do an analysis on his brand as well. He's another one Ive appreciated since his VERY beginnings but witnessed a decline in creativity when it came to cuts etc. would loveee to see one of your analysis of the brand and where it went & came to be!

[@understitchYT]

I really should do a JS video, Im really interested in his process for both his namesake and Moschino. Though Im crazy jealous you got to experiecne the first round of Moschino hype, it mustve been elctric

[@JermaineJagger]

@@understitchYT Yesss please do! Jeremy's trajectory is SO fascinating I would loooove to hear one of your deep dives on him. he's done SO many collabs,even at the beginning of his career with Karl lagerfeld(surprisingly) and even a wool manufacturer, and it would be just SO fascinating to see business wise how all this played out and what also made him dive deeper into street wear(beyond it's rise)vs the more interesting cuts he originally started with. Obviously I can go on & on when it comes to fun fashion haha the line it crosses between being high fashion & what's considered "low brow" has always intrigued me plus it's just FUN! As a kid Franco and Castelbajac(another interesting one to do a deep dive on) were my favesss watching Fashion Television with my mom & seeing their runway shows and ads in vogue.. then came along McQueen and Galliano which in my teens onward I HIGHLY gravitated towards.. guess I love the drama & storytelling in fashion & art 4ever😁

[@franktratwe1025]

Franco worked for Versace in early 1970s till 1977 as a sketcher moschino was my fav clothing in the garage rave days in london late 90's Early 2000's . still got lots of his stuf the black and White peace and love shirt from about 1995 is iconic its worth quite a lot now and still rising so I'm keeping it .. I hope this sleeping giant an be woken . great memories of his cloths

[@understitchYT]

Sounds like a dream to go raving in Moschino, you should definitely hold on to it for those memories (and the increasing value doesnt hurt either😂)

[@amrani_art]

Nice video, love the effort you put in and very informative. Keep up the good work!

[@understitchYT]

Thank you so mcuh

[@realbharbiexoxo]

Omg CL on your banner, this is an amazing work!

[@understitchYT]

She is a God

[@arislamb35]

my first ever video of yours, and i have fallen in love! i have always admired the collections from jeremy scott, i hope whoever takes over can boost Moschino's brand image of activism

[@understitchYT]

Im so glad you enjoyed the video so much! And I agree, I reallyhope they bring back their spirit of philanthropy because we dont really have that in fashion in the same way as other industries (though fashion is famously hard to make a profit in so maybe thats why)

[@jughcorey]

Also as per usual. Impeccable work! You've revitalized my love of fashion tenfold.

[@understitchYT]

Im so glad you enjoyed it 🥰

[@jeanpaulsabella589]

Always enjoy the well researched videos ❤❤ love it

[@understitchYT]

Im so glad you liked it! I was surprised the research was so tough this time, but very worth it

[@leftofyaba]

it would be interesting to see Mowolola at Moschino. she also banks on whimsy and nostalgic IP a lot in her collections but adds her own distinctive spin on things.

[@understitchYT]

Actually yeah that would be interesting, a whole walkman themed collection 😂

[@leilanilamour5173]

So glad that this video popped up in my recommendations! It was thoroughly enjoyable and informative! You obviously spent an incredible amount of time and care creating it, and now I feel very knowledgeable about Moschino. Thank you 💖 I’ve always appreciated the brand for its use of bright colors and camp. My favorite era was the original, however, I really adore Jeremy Scott’s vision and version. The Spring/Summer 2022 and 2023 were amazing and fun to me, it’s too bad they weren’t received well. You mentioned Pokémon as being a good potential collaborator in the future. On a similar note, I think that Tokidoki would also make a great potential collaborator to Moschino. I’m a fan of both brands so to me, it’s a no- brainer! Lol Thanks again for a great video 🤩👍🏼🌸

[@understitchYT]

I just wish that Franco’s work was better memorialised in someway, there is simply no books that go over his work in great detail, no books about his life, nothing. It was genuinely really hard to get information, let alone find pictures of the catwalk and thats such a real shame knowing how much influence he had. Also 100% on tokidoki, all of that style would be amazing, kind of like a campier GCDS, maybe they could do hello kitty, my melody, gudatama etc

[@intuitivediane]

I’m here from recommendations also ❤

[@StCloud-ns7vt]

You research, voice and enthusiasm make this topic so fun. and it makes me want to shop like crazy. Please do Vetements and Loewe :)

[@understitchYT]

I think Vetements would be super interesting rn, i also desperately wang to dobLoewe, but when I did JW in the very earlu days it didnt do so well do really thats what pur me off

[@mbelieve9919]

I have been looking forward to this!

[@understitchYT]

I hope you enjoyed it then 💪

[@JetPackDino]

Thank you. I learn so much from your channel, I appreciate all the hard work you clearly do. (Why do I always confuse Jeremy Scott with Stephen Sprouse... were they ever an item, or am I just making up a fantasy past?) Your videos are beautiful to watch as well as to listen to. I remember the early 90's Moschino best. RIP Franco

[@understitchYT]

You know Ive no idea if they have a connection tbh 😂 would be very interesting if they did tho. Tysm too, Im so glad you like my videos 🙌

[@shawnadyment]

Honestly didn't know a lot about this brand, so thank you for this video, I learned a lot!

[@understitchYT]

Im so glad! Its surprisingly hard to find info on Moschino

[@martijnkeisers5900]

I applaud you for again another great video! Can't praise you enough. Thank you and greetings from Amsterdam!

[@understitchYT]

Oh I love Amsterdam! (though it always rains when Im there) Im so glad you liked the video :)

[@inthechairwithcloochy8102]

Love EVERY video you ever produce. I would be interested in what Thom Brown might do with the label or even Rupaul....

[@understitchYT]

RuPaul would be wiiiiild or even someone like Manila Luzon who is a trained graphic designer

[@inthechairwithcloochy8102]

@@understitchYT YES!!!! Been thinking more about it and the lovely Dilara Findikoglu from Turkey would be AMAZIN!!!

[@leftofyaba]

@@understitchYT Manila would be epic at Moschino

[@blackathena1565]

This is a great video! Moschino doesn't get with my personal style so they've always been on the perifery but seeing how long Franco was with his brand and the consistent activism was awesome. And to see that Scott had a much smaller part was eye-opening. You're not wrong, there was some apprehension with his appointment. Someone else said Allesandro and I think that would be brilliant - a glamorous look at the more is more idea. Katy Perry would be such a great spokeswoman. I can't think of anyone however that could marry irreverence, fashion and activism of the early Moschino days.

[@understitchYT]

I just genuinely wish there was more information about Franco out there. Like I simply could not find collection by collection information whatsoever, and I had access to both books (though the 10th anniversary one through a friend who told me there was nothing in it 😂) maybe Ill keep looking into it and understand hkm deeper in the future

[@flylorenzo2127]

So articulate and well researched. Love your voice and I hope you are as posh as you sound.

[@understitchYT]

Thank you very much, I will enjoy this comment while my tea is drunk with an elated little finger 😂

[@theresachung703]

Very very detailed and wonderful analysis

[@understitchYT]

thank you so much

[@menuhh]

thank you SO much for your videos. I am new to the fashion world and thanks to you videos i have a better understanding and perception of the brands and designers. I didn’t know the satirical/critical background of Moschino and now I appreciate this brand so much more. Again thank you so much for these videos, they are really really interesting and complete.

[@understitchYT]

Im so glad you find that value in my research 💕

[@c_1611]

Awsome video!!!!! We need The rise of Loewe they been killing it.

[@understitchYT]

I adore Loewe its certainly very high on my list

[@NinoFrewat]

Thank you for this video, as usual very informative, archive rich and I always love when you give your personal opinion and preferences. While I don't have an answer to your question on the succeessor, I wonder if one of the reasons the shows aren't any more comical, satirical and whimsical, is because the models wearing the clothes and walking the runway do not project this. They don't smile or laugh or have any facial expressions and are thus too robotic even mechanical for such a brand.

[@understitchYT]

I agree its a lot to do with the models and catwalk trends today, but honestly, I dont think thats the models' choice. They get given direction to be upbeat or serious or fierce when performing, so my guess, because there are so many with serious expressions, is that theyre told to look so serious, and idk, it wouldn't be my first choice for Moschino

[@banterj]

I went to the Moschino store on 5th avenue,100% nothing like the runway,all they got is tshirts and hoodies

[@understitchYT]

Thats largely why the IP collabs were so profitable for them

[@itsmetracylee9583]

Until I watched your well done video, I loved the "Loud Luxury!" pieces of the 2024 SS Collection (not so much the rest of the collection). Now I am hoping this is a "palate cleanser" as I would love to see a return of the campy style during the Scott era. Side note: I LOVE your videos. I have learned so much about fashion from them.

[@understitchYT]

I think the loud luxury section was undoubtedly the most ‘Moschino’ section for sure, but yeah, Im hoping its a palette cleaner before we get another whimsical offering from them And thank you so much, Im glad you enjoy them 🙌

[@saloshayo]

Bravo for putting this together, its so well done!

[@understitchYT]

Thank you so much!! Im so glad you like it 🥰

[@wordsbygemm]

I remember seeing Jeremy Scotts early Moschino collections and loving how fun they were. The clothes were stylish without being too serious.

[@understitchYT]

Yes!! So perfect for Moschino

[@karamuenster]

👏🏻👏🏻 Kudos for your hard work. 📖💡

[@understitchYT]

Thank you 🥰

[@bye3847]

Once again another beautifully crafted piece my dear, absolutely stunning. I’ve always seen this brand on hoodies and shirts but never seen the actual couture/ “premium” line. I can’t help but wonder if over the years, the cheapening of the brand makes it impossible to bring up the brand image once again.

[@understitchYT]

I think the cheapening of the brand is part of the humour of it so they can get away with far more than the ‘serious’ brands can in that regard. Humous helps us forgive a lot

[@bye3847]

@@understitchYT definitely. But it begs to question the problem of being taken as an actual “luxury” brand. I think the camp aspect of it is something that continues to turn heads (and headlines!) to this day but the long term consistency profit wise will definitely suffer.

[@understitchYT]

@@bye3847 Their luxury is in the awareness of frivolous spending, its a self-aware type of luxury, and I think thats quite clever

[@angelprat6080]

amazing video❤

[@understitchYT]

Thank you!!

[@zaasfromparis]

I worked for M until 2021 and it became really hard to sell and the fabrics became very cheap . Clients were only interested in the Teddy T-shirts.

[@understitchYT]

After a while I think the shiny veneer of the products was lost. Like the hippie style collection and the baby themed stuff was never going to feel as luxury as the real soft lambskin

[@JennieGirlsCloset]

i enjoyed this video very much! The 40th show was underwhelming and I'm wondering why the set design had no logo at all on it. It's as if they wanted to distance themselves and say these styles are not ours. Very strange. Very bland. And no mention of R. Jardini or J. Scott. But it was fun to see how four people would interpret the brand and I really loved the violin player Performing I Am What I Am. I own the USA's largest archive of the brand (selling, renting, exhibition) housed in a West Hollywood Rental Showroom for celebrity Stylists and have studied it closely for 7 years and I agree this show was miles from the original 10 years and what they stood for. I felt Scott years were too focused on licensing and not enough on design, but after hearing your report, that was selling so it makes sense. I'm so curious to know who comes next. With the 1990s nostalgia at a height right now, those pieces are flying off my racks. People love the Art is Love Collection from Franco (seen on the American Idol finale 2023). They love the burn gowns and tweed Chanel inspired pieces (especially the bustier's and mini shorts) from Scott (selected as a top Barbie themed look NYT Style section) They love the Alice and Wonderful bunny suit (Julia Roberts wore this) and tartan plaid heart pieces (seen on Baby Tate) from Jardini and older Ace of Hearts / Cards collection (seen on Julia Roberts) And they love anything seen in the hit TV show The Nanny, particularly the early years of the show. Those early to mid 1990s pieces. But in general the stylists love seeing it all in one place and it's exciting to know how powerful the older pieces are to them. It is the ultimate in sustainability to have the archive in editorial shoots, on press tours (talk shows) out on social media where it will live forever.....

[@understitchYT]

I find it a huge compliment that you enjoyed my video so much, I’m so glad you did. Can I ask how big your collection is? Also I find it so interesting that so much of RJs work still sells well, she really did commercialise the company so successfully, and of course their frequent features on The Nanny helped with that so much I agree that the annoversary was a bit of a shame, certainly there was expectation and it wasnt reached, but who knows, maybe in the next 10 years nostalgia will change our perception

[@JennieGirlsCloset]

Approximately 3000 pieces !

[@johngablesmith4671]

14:26 - who is that fabulous model? Also the redhead before her was lovely.

[@MrJoseoz]

What a wonderful looking back at vintage Moschino, i loved the diana Vreeland-esque look with model smoking carrying the Met shopping bag, i have never seen that look,and the spotlighting of Franco Moschino's activism looks. I so agree with the narrator of this video on how underwhelming the 40th anniversary collection was, it left me sad and disappointed. I was a Parsons fashion illustration major back when Franco Moschino was starting to explode on the fashion stage and it was such an exciting period in fashion. I found his work so exciting , i remember seeing him at a Suzanne Barstch club nite at the palladium dancing alone, wanting to be alone and just enjoying the music, beautiful man so interesting. Great video, ❤!

[@understitchYT]

Youre so incredibly right that that look is very diana vreeland!! I cant imagine what it would be like to see him, was he as handsome in person as he is in photos? Did he dance well? I have so many questions

[@MrJoseoz]

​@@understitchYT picture it, must had been 1990 or 1991 the height of the great Suzanne barstch club nights. It was I remember getting close to last call for alcohol, because I remember the dance floor crowd thinning out, I was leaning by a mirrored column by dance floor and I remember the music was already at a slower pace.and I see this sexy man looking and dressed like a Tom of Finland drawing come to life move closer and recognized that it was Moschino.I'm good at spotting famous faces since my face was always buried in fashion magazines, like Italian Vanity that Antonio lopez would do covers for.he was dancing alone , eyes closed at times, very sensual moves, and some men were dancing around him like sharks, but you could tell he wanted to be alone and enjoy the music.i have photographic memory, I can still close my eyes and see him bathed in red light reflections of disco balls on him,he was very beautiful, yes. I was young and shy then ,I would had said hello if I saw him at the bar, if it was now, back then I wouldn't dare.had many disappointing encounters with celebs back in that time period, Rosie the bounty lady rolled her eyes ,when I said hi Rosie, on 5ave,she was in diamonds and mink, I guess she didn't want to be remembered as Rosie the bounty lady, lol. Gn and I look forward to more of your content.

[@understitchYT]

@@MrJoseoz that sounds like a very late 80s dream. I cant imagine him dressed up like a Tom of Finland drawing, but I dont doubt for a second that he loved dressing that way and had men circling him because of it. Antonio Lopez was such an icon, gone far too young. But, I'm also like you, I never say hello to celebrities unless theyre smaller or past the height of their fame because often they genuinely want to be alone and enjoy their night, so maybe that why Rosie was a bit standoffish. I imagine she is nicer to people that recognise her now though (at least I hope so)

[@MrJoseoz]

@@understitchYT sadly( Nancy Walker ) Rosie the bounty paper towel lady passed in 1992.

[@understitchYT]

@@MrJoseoz Oh I didn't know, what did she die of?

[@katsmith8263]

Will you make Victoria Bekcham video please?

[@understitchYT]

I would love to yes

[@katsmith8263]

@@understitchYT yay!!! I'll be waiting! I'm watching all your past videos now

[@maverickbull1909]

I’d like to hear about Hedi Slimane from you. Either regarding YSL or Céline or both. I feel like YSL men has changed quite a bit since he left.. and I don’t quite understand the direction Celine is going because it seems almost like old YSL.. I only buy Celine because I followed him there… but I’m not hearing much buzz. Would love to know what’s happening BTS. Thx

[@understitchYT]

HS , especially in the 210s was absolutely iconic, but he’s had such an incredible history and career, that I really want to cover his life story. But, I don’t know if it’s premature?

[@peterlangendorff9846]

@understitch, I would love to see you put together your ideas and the histories of Les Enfants Terrible of 1980s Parisian designers. Claude Montana, Thierry Mugler, Jean Paul Gaultier, et al. I feel like you are the only one with the gravitas and methodology to do the topic justice.

[@understitchYT]

I have a video on mugler!! I really want to do ones for Todd Oldham, CM, JPG there were also a few british designers I want to cover too

[@peterlangendorff9846]

Yes, of course, I remember it! We chatted about the pieces I saved from when he was designing. Todd Oldham would be great. Lacroix too! Obviously I have a lot of affection for the greats of the past. I hope your viewer base might, too.

[@johnhobbs621]

Perhaps Demna would be the one to bring something of the old spirit back to Moschino, plus maybe after the bears etc it would be good for him to move sideways ???

[@understitchYT]

I thought this too, he has a level of sarcasm in his work that used to tackle difficult topics really well, so itd be an interesting evolution

[@newecreator]

Oh! I have the same Stuff Pack!

[@understitchYT]

I really love the furniture 🥰

[@newecreator]

@@understitchYT My favorites are the hair.

[@understitchYT]

@@newecreator Wait what? I never design my sims tbh, there was hair??

[@newecreator]

@@understitchYT Yeah. There are 4 hairstyles. My personal favorite is the long slick back hair.

[@traumaqueeen]

What a meteoric rise!! Sad he died so young.

[@understitchYT]

Such a genuine talent and voice gone too soon

[@kellyb7561]

Jeremy Scott was my whole introduction to high fashion because his clothes were on so many K-pop idols obv including CL! It’s still my dream to own a 2014 moschino piece tbh!

[@understitchYT]

I want to do a Jeremy Scott video so badly! From Isabella Blow to 2NE1, its fascinating history

[@kellyb7561]

@@understitchYT I would be seated!! I loved your long video on Karl Lagerfeld!!!

[@AirQuotes]

It's crazy I went to a fashion university and NO ONE talks about him. It's terrible

[@understitchYT]

So did I and most people completely over look his influence just because its joyful 😡

[@AirQuotes]

@understitchYT its all Paco Rabanne, this Elsa Schiaparelli that. Thanks for doing their videos and showcasing underrated or misunderstood designer's.

[@felipewiedmer1343]

Wait, I just found out that 40th anniversary show already happened with this videos

[@understitchYT]

😂😂 it literally just happened dw, I think I posted only an hour or two after

[@LouieTzepher]

I use to love this brand back in the days, they had some really cool designs and id buy the shirt with the pants to match, it was so great in the 90s rocking my Moschino, now you couldn't pay me enough to be caught wearing it, just sad how such a great brand fell by the wayside. I literally wear some of my old T-shirts to bed as pj's.

[@understitchYT]

The Jeremy Scott moschino had that feeling for me, especially the early stuff I was so upset when the Barbie collection didn’t go on sale in London

[@_whore4dior]

I hope to see Alessandro Michele or Marc Jacobs helm this new era of Moschino ❤️‍🔥 or someone new and unknown with love for the brand. That’s really what it needs. Somebody who loves the brand, history and clothes included.

[@understitchYT]

I could really see both too, marc would be so interesting actually, but idk if hes about that overworking life anymore

[@_whore4dior]

@@understitchYTagreed completely, I think just like you pointed out in the video about Jeremy being so overworked Marc feels the same after LV. I also think they’re on a similar playing field of being absolute geniuses who did major things though for some reason in recent years remain often overlooked if that makes sense? Jeremy and Marc both deserve all of the flowers 💐

[@understitchYT]

@@_whore4dior Yeah I agree, both arent as highly respected as you would expect given their influence

[@vctrszuwu]

i speak for all the girls when i say WE WANT ALESSANDRO MICHELLE AT MOSCHINO

[@understitchYT]

That would be amazing actually, esp because he did the donald duck gucci pieces I reference in this video

[@TheB14HB14H]

Lol Michelle

[@glennsepulveda4856]

Agatha Ruiz De La Prada.💜💛🧡❤💙

[@josipag2185]

You are lucky Davide Renne just became, he's spent almost two decades working for Gucci. He was actually even in charge for womens wear.

[@jughcorey]

I would love it if you did Marc Jacobs! His business seems to be in a weird place.

[@understitchYT]

Thatd be a great one honestly, hes another major designer that has a fabulous life despite his business not doing crazy well

[@jughcorey]

@@understitchYT Yes! He folded MBMJ into the mainline and lost his long time business partner in 2015. I'm sure that's had a significant impact.

[@nikolasincorporated]

Moschino was my entry into collecting fashion pieces for myself. I still love them 💯🤌🏼

[@understitchYT]

Thats so great! What did you buy first?

[@mattbonanza9032]

So Moschino new creative director is a women's wear designer of Gucci under Alessandro Michele...Almost as good as himself in person. Thumbs up for the accurate predictions 👍

[@Embyreal]

Sucks that he just passed away 4 days ago. Truly unexpected but sad nonetheless

[@mattbonanza9032]

@@Embyreal Omg...so sad. Tragic even. Very cruel thing to occur to a human being from human perspective. Thank you for informing me.

[@michellelee396]

It was one of my favorite brands in the 90s.

[@understitchYT]

It's such an iconic and enjoyable brand

[@brwnhilarybanks9953]

wowww jeremy left! damn he made an era in the 2000s! i hope the fragrances stay.

[@understitchYT]

Right? He was such an icon there, but maybe his own label will return

[@michlee6794]

Thanks

[@understitchYT]

Thank you so much 🤍

[@guwopman3503]

I don’t know how I’ve never put this together before, but in the FW 2015 show, are the necklaces references to Mike D (Beastie Boys) and Flavor Flav? The M logo chain is literally just the VW emblem upside down with the V removed. Mike D notably rocked a VW emblem on a chain in the 80s. And, of course, clocks on a chain. Has to be Flavor Flav, right? The collection is inspired by Hip Hop so I think it’s extremely likely.

[@understitchYT]

I wouldnt put it past JS, I think he is a huge fan of music in general and has very frequently and famously been inspired by hip hop musicians, so you could be right on the money

[@caro_santamaria]

What an amazing video! It made me remember why I loved Moschino so much. I don't love Jeremy Scott as a person (thanks to his documentary "The People's Designer" 💀) but I do love his designs. He was absolutely perfect for Moschino.

[@understitchYT]

What was it about the documentary that put you off of him?

[@adrianghandtchi1562]

My first foray into moschino was in the nanny with those costumes. She looked chic and fun.

[@understitchYT]

Im a little young for the show, but Ive looked back and wow she had some amazing looks, so so so much Moschino

[@brvndxxxn]

I think Mowalola should take over the brand. She would enhance it’s edge and bring it into the future properly

[@understitchYT]

I think shes a better fit here than at McQueen where many say she should go

[@clobberonline6812]

90's Rave shirt classics !!!

[@understitchYT]

I wish luxury fashion was that accessible still 🥲

[@alessandro22448]

Super Mario would be more fun than Pokemon perhaps.. they could push some Italian camp with that as well like they did before

[@understitchYT]

Theyve already had super mario Im afraid, I think it was 2015 or 2016

[@leximac2501]

A nice honouring of Franco’s work, for me he is the Italian Margiela or even Dame Viv! Albeit Overlooked and taken too soon… I would love the new designer to tap into that protest and anti-fashion motif. For me that’s what is needed and what Moschino the brand does best.

[@understitchYT]

I think thats a great way to look at it, he is the Italian disruptor, the modern day Schiap (though he stayed in Italy) I agree Id like that anti-fashion system approach to the brand. And really, there s a lot to pull from; the lack of funding for young designers, the inability to be commercial and avant garde simultaneously, body, racial and alternative inclusivity etc etc etc the list goes ob

[@limpflute3559]

What do U think about Sarah Burton’s departure from Alexander McQueen?

[@understitchYT]

Im about to release a whole video about it 🙊

[@massimosquecco8956]

You Know? Franco Moschino designed luxury furs for Matti at least till his death. He started when working at Cadette's Glad you've shown a bit of Alda Balestra.

[@understitchYT]

There really needs to be more information about him but there is SO SO little and I dont know why? That beginning of the video took just so much time and theres no good reason for that

[@massimosquecco8956]

@@understitchYT I started buying (Italian) High Fashion Magazines when I was 16 in 1982 and I was mesmerized by them. 3 years ago my mother passed away and to make room in her house I threw away all of them: I needed 2 weeks to do that. Now I'm so sorry Anyway, the best and most informative wasn't Vogue but Donna, 10 numbers a year which started in 1980 and I stopped to buy it around 1991. If you can find any of them, especially in the period between 1980-1985 you can find a wealth of information.

[@massimosquecco8956]

My first Moschino T-shirt was an orange one with the cow, Italian flag bow at her neck, and the aggressive Moschino griffe, and I still have it somewhere. It was the first of many items I bought from them.

[@massimosquecco8956]

Your video was very good, as usual. Brava!

[@rubaidaallen2764]

So sorry Moschino passed away so soon 😢

[@understitchYT]

Far too young

[@ladyrose3285]

Moschino does sales online but the price are the same maybe a little be less than other brand names but I personally do not like the brand name all over the bag or jacket or other clothing items. But do like your videos and the research you do for each fashion brand and designer names.

[@understitchYT]

Im so truly glad to hear that you still enjoy and watch even if you might not like or know the brand. Thank you

[@sepultina]

Great video, superb research! I think Moschino 40th anniversary is so vanilla as the 100% stakeholder AEFFE fears slump in sales due to quiet luxury trends, so they wanted re-position company in eye of the buyer as quality Italian whimsical offering. I think they are due to re-visit Rosella Jardini’s collections 2002-2008 (to quote good yourself “producing beautiful clothes” with minimalistic vibes) to cater for less loud taste. Reproducing Chanel jackets ( but this time with no political or fashion critical agenda other than money making desire) and classic styles would be another sales tactic, since Chanel prices made people seek similar offerings at lower prices. Any Moschino items ( the oldest item I have in my wardrobe is from 1989 collection) my mother had and I bought are of excellent quality. Far surpassing current quality of items from brands as Dior or Chanel.

[@understitchYT]

Honestly the quality of Moschino is brilliant, youre so right, Im surprised they dont get more credit for that or even discuss it more. But I also agree with that you said about returning to a Jardini Moschino to do some longevity collections, something to keep the bank happy until they ride out the recession 🙌

[@walkermorgan1710]

Understich you are a god

[@understitchYT]

And on the seventh day under, bought everyone shoes, for even on a resting day we should all serve the house down boots hunty, amen 🙏

[@walkermorgan1710]

@@understitchYT can you do a video on Balmain?

[@Domz12]

I only knew their beauty line...when that was gone I forgot about them.

[@understitchYT]

They still have great perfumes

[@MsFreespirit66]

THANKYUOUOUUUUUUUUUUUU!!!!!

[@understitchYT]

YOURE WELCOMOMOMOCEMEMEMMEEM

[@paulkuijpers]

I think Law Roach would be a great fit and he could evolve Moschino to a new era

[@understitchYT]

Oh wait nooowwwww, that md be very interesting, tho idk if hes interested in design

[@TASconfidential]

Absolutely not. No. Just NO.

[@hansmir5443]

I think because the Disco era is gone and less people go out clubbing the fashion industry has shrunk and there is less places to show off the fashion you are wearing. Unfortunately all young kids are always on their smartphones and less physical contact in the society. 🤔

[@mustardvigilante8777]

I think it would be a wise move for them to appoint Michele as their next creative director. It just makes sense.

[@understitchYT]

For a second I read this as Michelle, as in Michelle Visage, and thought that was so funny 😂 but yeah Michele could work, Id like to see his take on camp, a different aesthetic to his current one

[@mustardvigilante8777]

@@understitchYT i have reason to believe this is the next move for them, as there arent too many widely known designers that embrace camp and maximalism like him right now. Considering both Jeremy and Alessandro left their respective roles at the same time, I have a feeling this may actually happen.

[@emmaramirez4330]

If there was ever a Pokemon x Moschino collab I would go bankrupt. Tbh that's where I see the most value in their brand too -- being willing to collaborate with modern brands in such a naked way, especially with things like Sims 4. I think the only issue is that the brand has been so diffused between its different same-name different-price lines and that makes the brand partnerships appear cheapening in retrospect.

[@understitchYT]

Right, the same name different prices make the brand confused and as a result cheapen the whole name, which is really a shame bcs that irony carried the brand to such heights

[@annishilcock4587]

Who could take over? Russell Bennet otherwise known as Bustle Rennet.

[@understitchYT]

Bestle Runnet

[@annishilcock4587]

@@understitchYT No Bustle Rennet its a pseudo name

[@annishilcock4587]

To be specific...Russell was a close associate and design collaborator of Franco's until he died which was not from surgical complications. I'm surprised you didn't know that

[@Mara-vb7qi]

Bring back Olive Oyl , so iconic !!❤

[@understitchYT]

So damn iconic, one of the best surprises

[@NeekJones08]

The puppet show and the farm show were sooo good

[@understitchYT]

I wish I liked it more. Im a real JS fan but they didnt tickle my funnybone

[@ShapeyFiend]

I've managed to occasionally find a few Moschino and Iceberg pieces in TK Maxx in the early 10's and I wore them till they fell apart. Menswear doesn't often combine silliness and excellent quality which helps when it comes to actually wearing something and not looking try hard. Facinating video the 80's and 90's stuff is gorgeous. The Jeremy Scott stuff is a bit of a costume meme that admittedly was very of the moment but I don't think looked very pleasing. There's always new things take the piss out of so hopefully they pick up the gauntlet again slaughter the sacred cow so to speak.

[@understitchYT]

Ive also found some in the same period, pre-Jeremy Scott, so that tells you a lot about what was going on with the brand. I certainly enjoyed the Scott era, youre right it was of the time, but the codes could have been translated like Balenc, even Gucci used IP. Im so interested to see what will happen now though

[@yeahweburnstuff]

WATCH THE WHOLE SS24 runway; this video SPECIFICALLY showed only the most demure items. The COWBOY and crochet section was AWESOME!!

[@understitchYT]

The mini collections werent bad at all, just none of them really read as Moschino

[@alejandroo-sosa]

Imagine having a luxury brand with your last name.

[@understitchYT]

Stitch might have some copyright problems 😅

[@alejandroo-sosa]

@@understitchYT House of Stitch sounds good. Inspired by House of Ungaro by Emanuel Ungaro

[@juliettevharris]

Some times I wish they would look at more inexperienced people for the job. They still need to have talent, though. Talent is first and foremost, but I know there are people out there that would be great at the roll. I just know how talented I am and I'd love the opportunity, but since I don't have a fashion degree and haven't worked for a big firm they would never hire me. I know there are more people out there like me. I'm not necessarily saying I'm the one. I think I probably could do it, but I'd rather do my own brand, which is actually what I'm doing, bit still...there is someone out there that actually deserves the roll.

[@understitchYT]

Unfortunately, today fashion is a bit like the music industry where they want to head designer to already have a fan base before going in, because that way, it’s a sure bet that they will make sales

[@emin5488]

Don't you think Alessandro Michele would be the right choice for the brand to hire ?

[@understitchYT]

Im not sure tbh, hes very secure in his aesthetic, but idk if there is Moschino-type whimsy there. I guess Id be happy to see it and judge after. Actually I think Moschino would be interesting to have a new designer each season to try a few

[@emin5488]

@@understitchYT Oh something like Jean Paul Gautier. Totally.

[@rexzapata5685]

Heatherette's Richie Rich is the obvious answer and his debut collection needs to be Sanrio themed

[@understitchYT]

Which sanrio tho? etoile??

[@tee3835]

I have the penguin moschino phone case, i really liked a lot of Jeremy's 'tacky' stufd

[@understitchYT]

So did I!! I wish I got that barbie mirror phone case so badly!

[@tee3835]

@@understitchYT loll and why is it still the best protective phone case! I could even throw it against a wall and that big ol' butt and beak would bounce it right back. The main thing that stopped me with the Barbie one was the logistics of fitting it into my bag lol

[@mattbonanza9032]

Chiara Ferragni should be next creative director

[@TheRalphie2020]

I know right! Makes sense!

[@l.f.4591]

Franco is Moschino . A big fan and collector since late 80s.

[@understitchYT]

I wish there was more recorded about his work from that time

[@l.f.4591]

@@understitchYT he was a genius..nobody can replace him.

[@leonpalmer2429]

Moshino and UK garage went hand in hand

[@understitchYT]

I wish I had that kind of money to spend on clubbing gear 😅

[@vctrszuwu]

the only thing i dont ge from this video is that you said jeremy's latest collections were subpar.. like they all were amazing and striking looking maybe even more than his first collections !!

[@understitchYT]

Perhaps its subjective, but they dodnt cause the same kind of waves as the earlier stuff and I wonder how much of that was to his control considering the lack of IP in recent collections

[@tyralikadiamondstar8960]

Jeremy Scott reminds me of the designer named Patrick Kelly

[@understitchYT]

Oh patrick kelly was a legend back in the day, I wonder what happened to his business, he was gone by the time I was born I think so I have no idea

[@mia_djojowasito_malik]

be the camp jester 🖤

[@understitchYT]

gone too soon

[@strwbrr8308]

Lol i like that franco moschino got the other brands mad

[@understitchYT]

oh by the sounds of it they were PISSED

[@juki3451]

I love their fragrances.....I just bought the teddy bear one & cheap 'n chic. As for as their garments, well, that's a pass for me (just not my style) including their accessories. I saw a mini leather purse with the "Moschino" for $600. I think quiet luxury is taking more popularity & less in your face lux logos which has hurt the brand.

[@understitchYT]

I get it, its easy to buy into campy accessories or home goods, but a-whole-nother thing to buy camp clothing