Ciao Milan ... ni hao Shanghai
By Yang Di |
June 23, 2013, Sunday
|
Print Edition
Print Edition
FASHION fans looking for the latest collection from Moschino at last week's Milan Menswear Fashion Week would have been disappointed.
Because the fun and creative Italian fashion brand decided to show the Moschino Uomo spring/summer 2014 collection in Shanghai instead of the Italian fashion capital, alongside the Moschino Donna pre-spring/summer 2014 collection and a retrospective show celebrating 30 years of the fashion house.
This bold decision conveyed a powerful message that the Maison wants to build on its profile in China.
"In the year marking Moschino's 30th anniversary, we've chosen to introduce the Resort Donna and Uomo spring/summer 2014 collections in a city which symbolizes avant-garde and global connectedness," explained the brand's creative director Rossella Jardini.
Colorful optical effects, couture silhouettes and floral prints are part of the Moschino language of style, reinterpreted for the 2014 season. Jardini turns elegant lines into volume and uses colors to decorative effect.
The Uomo collection features graphic motifs representing the neon logos and videos seen on skyscrapers, produced by a pixilation technique.
"This is the first time I have brought a pre-season collection to a catwalk and also the menswear show in a city other than Milan," Jardini said.
Moreover, Jardini wanted to parade a representative sample of the garments which best epitomize Moschino history, because "our history is also part of our future, and confirms that Moschino is synonymous with positive attitude, energy and future," she explained.
The event attracted more than 600 guests from all over Asia to the Bund.
Jardini, took over the creative direction of Moschino in 1994, for the labels Moschino, Moschino Cheap and Chic and Moschino Jeans that became Love Moschino in June 2008. She talked with Shanghai Daily about her enduring love affair with the brand.
Q: Is Moschino's fun style reflected on your personal style?
A: Main label Moschino is more in tune of my personal style. But I love to wear T-shirts from Love Moschino.
Q: How do you define your design philosophy?
A: My design philosophy is about reinvention. Our collections always include some basic, classic items such as trenches, jackets, shirts, jeans and white blouses. We reinvent them with different fabrics, colors, proportions and details. Every season we have a new inspiration, while at the same time keeping Moschino spirit. I love to take inspiration from the 1920s to 60s as well as from atmosphere, movies, and photographs. Moschino creates its own fashion trends rather than following.
Q: When creating a new collection, what comes first to you? Materials, function or style?
A: The most important thing is the materials. As creative director for all the lines under Moschino, it's my job to choose the materials and colors first. Then my designers will work on cuttings and I pick the final designs.
Q: How do you define Moschino woman?
A: It is a very democratic, cross-age, international brand. We have clients from 20 to 80 years old and each person gives a different interpretation.
Q: When did you get hooked on fashion? And, in addition to Moschino, do you wear other fashion brands?
A: I started to think about fashion when I was born. I designed my clothes as 10-year-old for a religious ceremony and also my first wedding dress at 17. I have a huge closet, including Chanel, YSL, Hermes and Yohji Yamamoto.
Q: Do you plan to expand to lifestyle products in addition to fashion?
A: I would really love to develop our own home decor and lifestyle collection. We are working with a very famous Italian architect Michele De Lucchi to create new Moschino store images with materials such as wood and mirrors which will be revealed very soon in our new Moschino shop in Shanghai.
Because the fun and creative Italian fashion brand decided to show the Moschino Uomo spring/summer 2014 collection in Shanghai instead of the Italian fashion capital, alongside the Moschino Donna pre-spring/summer 2014 collection and a retrospective show celebrating 30 years of the fashion house.
This bold decision conveyed a powerful message that the Maison wants to build on its profile in China.
"In the year marking Moschino's 30th anniversary, we've chosen to introduce the Resort Donna and Uomo spring/summer 2014 collections in a city which symbolizes avant-garde and global connectedness," explained the brand's creative director Rossella Jardini.
Colorful optical effects, couture silhouettes and floral prints are part of the Moschino language of style, reinterpreted for the 2014 season. Jardini turns elegant lines into volume and uses colors to decorative effect.
The Uomo collection features graphic motifs representing the neon logos and videos seen on skyscrapers, produced by a pixilation technique.
"This is the first time I have brought a pre-season collection to a catwalk and also the menswear show in a city other than Milan," Jardini said.
Moreover, Jardini wanted to parade a representative sample of the garments which best epitomize Moschino history, because "our history is also part of our future, and confirms that Moschino is synonymous with positive attitude, energy and future," she explained.
The event attracted more than 600 guests from all over Asia to the Bund.
Jardini, took over the creative direction of Moschino in 1994, for the labels Moschino, Moschino Cheap and Chic and Moschino Jeans that became Love Moschino in June 2008. She talked with Shanghai Daily about her enduring love affair with the brand.
Q: Is Moschino's fun style reflected on your personal style?
A: Main label Moschino is more in tune of my personal style. But I love to wear T-shirts from Love Moschino.
Q: How do you define your design philosophy?
A: My design philosophy is about reinvention. Our collections always include some basic, classic items such as trenches, jackets, shirts, jeans and white blouses. We reinvent them with different fabrics, colors, proportions and details. Every season we have a new inspiration, while at the same time keeping Moschino spirit. I love to take inspiration from the 1920s to 60s as well as from atmosphere, movies, and photographs. Moschino creates its own fashion trends rather than following.
Q: When creating a new collection, what comes first to you? Materials, function or style?
A: The most important thing is the materials. As creative director for all the lines under Moschino, it's my job to choose the materials and colors first. Then my designers will work on cuttings and I pick the final designs.
Q: How do you define Moschino woman?
A: It is a very democratic, cross-age, international brand. We have clients from 20 to 80 years old and each person gives a different interpretation.
Q: When did you get hooked on fashion? And, in addition to Moschino, do you wear other fashion brands?
A: I started to think about fashion when I was born. I designed my clothes as 10-year-old for a religious ceremony and also my first wedding dress at 17. I have a huge closet, including Chanel, YSL, Hermes and Yohji Yamamoto.
Q: Do you plan to expand to lifestyle products in addition to fashion?
A: I would really love to develop our own home decor and lifestyle collection. We are working with a very famous Italian architect Michele De Lucchi to create new Moschino store images with materials such as wood and mirrors which will be revealed very soon in our new Moschino shop in Shanghai.
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