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Moschino S.p.A., part of the Aeffe Group, has opened a 214 square meters boutique at the Stars Avenue Mall in Jeddah in the Kingdom of Saudi Arabia. The boutique presents Moschino and Moschino Cheap and Chic ready-to-wear and accessory collections starting from Spring-Summer 2009.
Moschino currently operates in the UAE and Bahrain through exclusive franchise partners Al Tayer Insignia, a company of Al Tayer Group.
The boutique follows the store concept conceived by Moschino’s creative director, Rossella Jardini, for recent and forthcoming spaces. The new interiors are a surrealistic take on the theme of fairy tales. A heart-shaped handle, one of the symbols of Moschino, opens the door onto a pale space with luminous colour, which transforms the classic furnishings into the main characters of a tale set in an enchanted forest. Light fixtures turn plexiglass teardrops into transparent hearts that magically rain down to the ground to form metallic embellishments. Racks are in the shape of aluminium metal trees that spread against the walls like branches and leaves, with clothing hanging down and display units dropping like fruit. A rug with flora and fauna motifs shot with iridescent lurex yarn lends warmth to the white marble floor.
The chairs…
The rejuvenation of the Moschino brand is trickling down to the former Cheap & Chic label, which has been renamed Boutique Moschino.
To present a consistent message, Boutique Moschino is also being evolved. “This is a radical moment of change for Moschino,” Alessandro Varisco, chief executive officer of the brand, told WWD. “Franco Moschino was a communicator and Jeremy Scott recovered this attribute with the tools of the 2000s, which are viral, very strong and have great impact.” Varisco noted how Scott has improved the brand perception and targeted a younger consumer, “looking to the future.” Cheap & Chic, he said, had the staple Moschino ironic twist, “but had become dated.”
The change of the name telegraphs but is not limited to a customer that is younger, but also leads a busy working and personal life. “She is not as fashion addicted and irony remains key to Boutique Moschino, as well,” Varisco said. “This is an aspirational line but still reflects Franco’s mantra and his customer’s motto: I am what I am.”
Boutique Moschino is priced 30 to 40 percent below the signature line. Varisco said the company is dropping the men’s category of the brand and focusing on women’s.
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