Love Moschino
Aeffe · Italy
Love Moschino is the younger diffusion line of the Milan fashion house Moschino, owned by the Italian group Aeffe. Launched in 2008 as the successor to Moschino Jeans, it offers clothing, bags and accessories.
| Launched | 2008 (formerly Moschino Jeans) |
|---|---|
| Parent house | Moschino, founded 1983 in Milan |
| Group | Aeffe |
| Country | Italy |
| Website | moschino.com |
What is Love Moschino?
Love Moschino is a line of the Italian fashion house Moschino, founded in Milan in 1983 by Franco Moschino. It sits below the main Moschino collection and targets a younger, more accessible fashion customer.
History
The line was created in 2008, when Moschino Jeans changed its name to Love Moschino with the Fall Winter 2008 to 2009 pre-collection. Moschino became part of the Italian fashion group Aeffe in 1999, and Aeffe took full control in 2021 by acquiring the remaining 30 per cent stake.
Products and positioning
Love Moschino carries the house's playful, ironic attitude into a broader product range, including ready-to-wear, handbags, footwear and fashion accessories. Logo and heart motifs are a recurring part of its visual identity.
Distribution
The line is sold through the Moschino network, including brand stores and the house's online store, as well as through multibrand retailers and department stores.
Why it matters
Love Moschino is a classic example of the Italian diffusion line model, using a designer house's codes to reach a wider audience at lower price points within a group that also owns brands such as Alberta Ferretti and Philosophy di Lorenzo Serafini.
Frequently asked questions
Who owns Love Moschino?
Love Moschino belongs to Moschino, which is fully owned by the Italian group Aeffe.
What is the difference between Moschino and Love Moschino?
Love Moschino is the house's diffusion line, created in 2008 from Moschino Jeans, aimed at a younger and more accessible market.