NYLON - August 2008 - (Page 78) CHANGE OF HEART MOSCHINO JEANS HAS A NEW NAME AND A NEW ATTITUDE, AND WE LOVE IT. BY RAJNI LUCIENNE JACQUES. PHOTOGRAPHED BY ELIZABETH WEINBERG Love is in the air for Moschino Jeans. Created in 1987, the sub-brand has now been reborn as Love Moschino. “Love is a universal word, with a meaning that is positive and unambiguous,” explains Massimo Braglia, chief executive officer of Sinv S.p.A, the company that produces Love Moschino. The new and improved moniker comes at a time when the company wants to implement a change in direction. The collection still focuses on denim, but it will not be the only featured player. There are fuchsia silk blouses, cashmere sweaters for layering, silky printed dresses, silver metallic belts emblazoned with the Moschino logo, and sky blue faded denim skinny jeans which can be worn with every piece in the collection. Love Moschino plays up the brand’s whimsical side, but also maintains a sexy tone. It’s everything that luxury line Moschino is, but less tongue-in-cheek, and more feminine and flirty. Moschino has always been known for its ability to create something different without being too far out there. Remember the red lip accessories of seasons past? They were the perfect pieces to jazz up a plain outfit. And, even though it has a new name, the integrity of the line and what it stands for still remains. The new collection is energetic and fun; as evidenced by the vibrant color palette, which ranges from bright pinks to vivid purples. “In essence, Love Moschino pumps new blood into a brand that was already strong,” says Braglia, “and we are certain of an excellent reception.” stylist: erin m. fischer. hair: haruo noro at rita hazan salon. makeup: jordy poon using la prairie. model: annie at trump. top and jeans by love moschino, watch by rolex, shoes by willow.
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