The Italian direct-to-consumer diffusion label, Love Moschino, is entering the Indian market with a new store in Mumbai. A brand made popular due to its artistic merit, critical function, and an all too famous provocative wit, is open for the discerning consumers of India
By: Niyoshi Shah
Posted on: June 26, 2018
Sophisticated design and a flawless mastery of the traditional techniques of “cutting and stitching” along with an intrinsically sharp, parodical humour and surrealism are brand Mochino hallmarks.
A go-to label for women who love to shock – the brand catapulted itself into the fast lanes of fashion with its bold logoed designs, funky slogan T-shirts and pop-culture favourite phone cases. “Good Taste Doesn’t Exist” and “Warning: fashion shows can be dangerous to your health” are just some of the few slogans made famous by the brand, making it one in very few couture labels that possesses the ability to provoke and challenge pervading stereotypes.
Moschino has long since been accredited to being responsible for elevating the conventional emblems of mass consumerism and transforming it into couture royalty. Their Fall 2014 runway show saw Creative Director Jeremy Scott paying a stylish tribute to pop-culture icons like McDonald's and SpongeBob in the form of square pants. The “Golden Arches” of the McDonalds insignia were featured on red separates, sweatshirts and bathrobes. The mutant hybrid of Ronald McDonald and Coco Chanel drew rave responses world over. Thus, commemorating a new era of couture that could be “cool” and relevant to a whole new demographic.
Love Moschino, the witty and eclectic spin-off sister brand of Moschino, first burst into the fashion scene in 1987 as Moschino Jeans. Starting with the F/W 2008-2009 pre-collection, the Moschino Jeans label changed its name to Love Moschino, which better expressed the brand’s irreverent signature.
India has its very own Love Moschino store now. Located at Mumbai's premier luxury shopping mecca - Palladium, the 1060 sq ft flagship store offers a wide range of merchandise including edgy accessories like bags, wallets, clutches as well as fanny packs in iconic Love Moschino prints. The trendy red letter “M” is superimposed on a red heart, with russet hues and a solid colour scheme. Made of calf-skin leather, the bags have metallic straps and bottom studs with key holder strap detail. The gold-tone logo plaque is seen on cross-body bags with adjustable straps.
The store has a rectangular facade with huge display shelves. With a monochromatic colour scheme, it is light-filled with high ceilings, moveable displays and chrome fixtures that let the colorful accessories shine.
Present at the launch preview, Mr. Mouli Venkataraman, COO, Samar Lifestyle, retail partners for Love Moschino in India said, “We are proud to present Love Moschino at its first ever exclusive store in India. Strategically placed at Palladium Mumbai, it represents the best of fashion from the international market. This Italian luxury label has already set major fashion standards globally and is now all set to woo and garner the same loyalty in India.”
Love Moschino plans another store in India by the end of 2018. And hopefully many more will mushroom in the coming years, because we are sure the young Indian population will appreciate Moschino’s brand of sarcasm!
Coordinates: F5B Level 1, Palladium, Senapati Bapat Marg, Lower Parel, Mumbai