2023/11 Moschino – Moschino Gifts
Details:
Moschino
Moschino Gifts
Fall-Winter Capsule 2023
Via della Spiga 26, Milan
Review:
by Peter Hamer
december 02, 2023
Will this be the most emotional review I’ve ever written? Let’s find out. My emotional connection with Moschino began around the age of 13 when my mom purchased a white cotton shirt covered in typewriter letters in Mexico City. There was something about that shirt that resonated with me. Was it the unexpectedness, the departure from the traditional, or the fact that my mom liked it? It wasn’t until later that I realized the writing on the shirt said “use a condom.” Back then, I didn’t fully grasp the message, but as I learned more about Franco Moschino, it all started to make sense. Since then, Moschino has remained a part of my life. I won’t brag about my vintage Moschino Jeans collection, but those who’ve seen it say it’s pretty neat. Okay, maybe I bragged a little, but I want to emphasize my familiarity with the brand.
As a devoted fan, I visited the men’s store in Milan countless times. The store offered a mix of Cheap and Chic for women and a limited men’s collection downstairs. On each visit, I hoped to find something of my liking, but I soon realized that the merchandising followed a seasonal template based on creative ideas. A kind of copy/paste model. The style of the clothing targeted someone who liked to blend traditional with a twist. While I didn’t always make purchases, I kept coming back. Then, one day, Jeremy Scott and McDonald’s came into the picture, and it all clicked! The unexpectedness and departure from tradition returned, and I happily embraced it. Not only did I feel satisfied, but the brand attracted a new wave of customers who couldn’t get enough of Moschino’s logo t-shirts, sweatpants, and collaborations. At one point, it seemed like there were too many of them, and the novelty wore off. The collaboration with Scott eventually ended, returning the brand to its old template. Then came the announcement of Davide Renne’s appointment, followed tragically by his passing just ten days into the job. Heartbreaking news.
Now, the show must go on. But how? That’s the question. The Holiday display seems to feature highly commercial products heavily adorned with the logo. Without a clear direction, it’s just that – a logo. For the “old customers,” it doesn’t evoke much, and for the “existing customers,” the products and display fail to resonate. As for the “new customers,” they might be scratching their heads. The display includes a giant heart and peace sign: two timeless brand elements. But what do these symbols represent in 2023? The meaning of symbols evolves, and it’s unclear what they signify today. Are they a nostalgic reminder of the past that is gradually transforming into something new? Until Moschino defines its new identity, I’ll continue visiting and reminiscing about the brand’s history. While this may not boost the conversion rate, it’s my way of reconnecting with my 13-year-old self, and there’s something beautiful about that. Thank you, Moschino.
