Moschino Opens Its First Store In The US

Moschino opened its first brand in Beverly Boulevard, Losangeles. U.S.A Exclusive shop. The concept store, conceived by creative director Jeremy Scott, occupies an area of 3500 square feet, the predecessor is the Hadid gallery. The clean and white space presents Scott's rich and colorful pop view. The flat glass windows display the large form devices in the neat streets and spaces, and models with different postures on the large coke cans.

　　 Moschino Located on the west side of Beverly Boulevard West, Robertson Boulevard is fashionable, part of the West Hollywood design area (West Hollywood Design District), Robertson. Most of the household businesses are furniture shops, showrooms and art galleries. Stella McCartney is not far from the East, Jenni Kayne's flagship store and Hedi Slimane's design studio are also several blocks west.

This is the right place for Scott, which has been influenced by the world of Losangeles's funkier art and design for a long time. He was appointed creative director of Moschino, and has revived the fashion house owned by AEFFE SpA in 2013. To some extent, CEO Alessandro Varisco thinks he brings the charming Losangeles vitality of the fashion world.

"I understand why. Jeremy It takes time to be in Losangeles, where there is good energy. To be honest, Milan does not have the energy right now. " Varisco said that Scott has led to the improvement of the brand, adjusting its strategy in the market and rewarding it.

"Five years ago, when I joined the Moschino, this is a good brand, but we and Jeremy have completely revised the strategy, which seemed to be a dream only five years ago. He has the same DNA as the founder of fashion house Franco Moschino. He is an excellent designer and disseminator. However, Mr. Moschino is a communicator in 80s, and Jeremy has established new channels, such as the Internet. Driven by him, we have been able to interact with wider groups in social media and radically change their brand view. We have changed the user base to younger and more fashionable groups. I saw a surge in sales of stimulating accessories and ready-made garments.