This just in — Moschino announces that Moschino Jeans, the denim-sportswear arm of the company, which was created in 1987, will become Love Moschino beginning in 2008.
âThe re-updating of the logo is part of the development plan regarding the Moschino world at a time of great brand visibility and growth on the international market,â says Massimo Ferretti, President of the AEFFE Group. âFurthermore, LOVE is one of those iconic words of the fashion house which can convey a feeling and communicate a positive message.â
âWe are enthusiastic about the new name,â said Massimo Braglia, CEO of Sinv SpA. âLOVE is a universal word, with a meaning that is positive, unambiguous and understood all over the world. This is a concept that Moschino has in its DNA and that perfectly expresses the values of the fashion house interpreted in a modern tone. In essence, Love Moschino pumps new blood into a brand that was already very strong, and so we are certain of the excellent reception that the market will give to this line.â