“This store is meant to be a statement. It must show the direction in which the brand is going. Our goal is to further elevate the status of Moschino. This is reflected in the new style of the store, as well as by highlighting the more elegant ready-to-wear, putting the street, sport and loungewear style that we’ve been exploring in recent years in the background,” explained the fashion house’s CEO, Stefano Secchi.
 
The project was entrusted to architect Andrea Tognon, who has also designed the CelineBottega VenetaJeremy Scott
 

The 380 square meter space is spread over two floors. The women’s department (including ready-to-wear, accessories, and shoes) occupies the ground floor, while the first floor houses the men’s and children’s collections. This new design concept will be rolled out throughout the brand’s entire network of stores, starting with its London and Rome stores, as well as in new points of sale that will soon be opening in Qatar, Saudi Arabia and China.
 
For the past year, Moschino has been in the middle of a major restructuring. The company took direct control of its distribution in China, where it opened a subsidiary. It has also taken over management of the Love Moschino

“We are continuing our policy of streamlining licenses in order to strengthen our control over our clothing lines. We will soon announce a new project in our portfolio,” said Secchi. With the aim of elevating the brand’s positioning, the structure of the ready-to-wear collections has been revised, mainly by emphasizing certain categories such as knitwear, dresses and jackets, while jersey items have been narrowed down. Accessories will also be taking center stage, especially footwear.