Fragrance house

LOVE MOSCHINO

LOVE MOSCHINO is the successor to Moschino Jeans, the casual line of the Moschino group, adopting its name with the Autumn/Winter 2008–09 pre-collection. It belongs to a fashion house founded by Franco Moschino in Milan in 1983, whose identity was shaped by irony, fun, provocation, and a critical approach to fashion conventions. Moschino introduced its first men’s collection in 1984, launched Moschino Jeans in 1986, and presented its first women’s fragrance in 1987. After Franco Moschino’s death in 1994, Rossella Jardini continued the house’s stylistic development. Jeremy Scott served as creative director from 2013 to 2023, a decade credited with giving Moschino a distinct, joyful vision while extending its founder’s legacy. In 2024, ownership of the Moschino trademark for perfumes and cosmetics transferred to EuroItalia, separating those categories from Aeffe’s fashion-brand ownership. Moschino’s fragrance history includes the Toy collection, whose teddy-bear bottles reference Franco Moschino’s 1988 bear dress, and Cheap & Chic, launched in 1995.