Moschino
The Italian fashion house Moschino owes much to Rossella Jardini who, since the untimely death of its founder Franco Moschino in 1994, has successfully held the reins of a brand which today still puts the kook into kooky.
Moschino, having burst onto the scene in 1983, has grown up since its logo-mania ’80s heyday (remember phrases like ‘Ready To Where?’ or ‘This Is A Very Expensive Shirt’ splashed onto garments?). But Jardini, as creative director of all Moschino product lines (sold through 22 shops worldwide), has steered this label in a contemporary direction while retaining its traditional wit.
Since the millennium we have seen Jardini and her team continue to tease the market through parody and stereotype, both of which are central to the original philosophy of the house. Rompish catwalk parades featuring housewives in curlers and sleeping masks, demure ’50s ladies a la Chanel (one of Jardini’s most important personal influences), over-the-top prints, trompe I’oeil and swishy petticoats have all provided gleeful style moments.
Born in Bergamo in 1952, Jardini began her career selling clothes rather than designing them. Then, in 1976, she met Nicola Trussardi and began assisting with the development of that company’s clothing and leather goods. Creating her own line in 1978 with two model friends, she soon made the acquaintance of Franco Moschino and in 1981 began assisting him. A stint designing accessories for Bottega Veneta followed, but by 1984 she had settled into a permanent role at Moschino. Ten years later, before his tragically early death, Franco Moschino made it quite clear he wished Jardini to take over the helm. She has been there ever since.