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LOVE MOSCHINO: bringing fun into high fashion

LOVE MOSCHINO is an Italian diffusion line from the creative minds of MOSCHINO, offering men, women and children stylish designer wear at a more accessible price range than its parent label. This playful brand has pop culture and positivity running through its veins, so expect to find clashing prints, bold slogans and kitsch looks inspired by today's culture. You'll also see heart prints, lettering and lots of pinks and reds in the collections, as a nod to the LOVE name. This brand wants to stand out from its rivals, enjoys a humorous take on popular trends and doesn't take itself too seriously. Previously included in their runway collections are a bin liner dress, McDonald's employee-inspired outfits, and a Hershey's chocolate wrapper gown. This label enjoys being controversial and evidently believes fashion should be a little daring and a lot of fun. Owning a piece from this particular house ensures you'll always stand out from the crowd.

The inside story

This label is the little sister of the MOSCHINO brand, created by the designer Franco Moschino. This iconic designer grew up near fashionable Milan with dreams of becoming a painter. His entrance into the fashion world came thanks to another iconic Italian designer, Gianni Versace, for whom Franco worked as an illustrator for 6 years. Inspired by this, Franco began his own fashion line in 1983. The brand offered something different; its unusual designs caught the eye of the fashion world, and the attention grew. Franco was known to poke fun at high fashion, creating his own versions of other label's popular pieces. But Franco became one of the most popular fashion designers in the world because of his approach to denim. The diffusion line was introduced in 1987 as MOSCHINO JEANS and then revived in 2008 as LOVE MOSCHINO, imbuing the signature style with even more fun. The brand's Italian-chic focus collides with eccentric, joyful clothing, and today the creative director of the brand is famed pop-culture designer Jeremy Scott. He keeps the label true to its origins yet adds irreverent style to the mix, keeping the aesthetic as fresh ever.

Wearing LOVE MOSCHINO

If you're searching for fashion pieces that are fun yet high end, this is your go-to brand. It's for sartorially daring fashionistas who enjoy playful clothing and making their own style rules. Youthful, ironic and often surprising, shoes from this label can be a great addition to your wardrobe and liven up your look without much effort. Try teaming jumpers & knitwear with some jeans for laid-back street style, topping it off with a pair of booties. If red is your shade, you'll find this across the line in block colour shirts & tops or as an accent on bags & backpacks. This brand is a fan of their name appearing across the collection so whatever you choose, you will make your fondness for LOVE MOSCHINO very clear.