Moschino

Designed by Luca Stoppini, art director of the Italian edition of “Vogue,” this book presents the original, multicoloured, extravagant and transgressive fashion universe of Moschino using a decade of scintillating and often provocative shop windows. From the ideal woman (Violeta, 1990; Old? New?, 1991) to the vamp (Stop the Fashion System!, 1990; Halloween, 1991); from the theme of world peace (Nobel peace prize?, 1990; No War!, 1998) to a love for animals (I_animals, 1994) and a defence of nature (Love Nature and Nature_you, 1993); from respect for the environment (Ecouture!, 1994) to the battle against AIDS (Smile!, 1992; Safe Sex, 1994) and against social, cultural and inter-racial discrimination (Nord _ Sud, 1994; Love, Peace and…Mix Appeal, 1997)…March 1989 saw the opening of Moschino’s first boutique in Via Sant’Andrea in Milan, which provided Franco Moschino with another formidable means of communication– the shop window. The shop window was the natural continuum of the shop, but also new surroundings to be dressed, the stage for regular mise-en-scène, another chance for direct contact with the public, an ideal point of observation and a strong means of communication. It could be used to launch messages, moods and opinions, moving– as in a game of chess– the pawns of his transgressive imagery and revealing his philosophy of style in an autonomous and alternative manner.