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EuroItalia’s New Love: Moschino Cheap and Chic

NEW YORK — Fresh off acquiring the Versace beauty business, EuroItalia of Cavenago, Italy, has turned the spotlight on its Moschino fragrance license.

Moschino’s newest Cheap and Chic scent, a women’s fragrance called I Love Love, was unveiled during an interview here Wednesday with executives from EuroItalia’s U.S. affiliate, EuroItaly.

I Love Love will be the third scent within the Cheap and Chic fragrance portfolio, which also includes the original Cheap and Chic by Moschino as well as L’Eau Cheap and Chic.

The scent will be launched in the U.S. in early February, an introduction that will take place in a chainwide exclusive with Saks Fifth Avenue to capitalize on the Valentine’s Day selling period. In addition to a spring launch in Italy, I Love Love will also be rolled out globally.

Regarding the exclusive U.S. launch with Saks, “The choice was made to take advantage of the [Moschino] synergy within Saks,” said Connie Ruscio, vice president and general manager of Fragrances Exclusive Inc., which distributes Moschino fragrances in the U.S. She was referring to the fact that the retailer already has an established Moschino fashion business and that adding I Love Love would widen the breadth of the Moschino…

Aeffe Brings Love Moschino In-house

MILAN — After taking full control of the Moschino brand, Aeffe is bringing the production and distribution of the Love Moschino line in-house.

Aeffe, which acquired the 30 percent stake in Moschino it did not own from Sinv Holding SpA, Sinv Real Estate SpA and Sinv Lab Srl last July, paying more than 66.5 million euros, has decided to take over in advance the license of Moschino’s contemporary line that was previously operated by Sinv. The value of the operation was set at 3.64 million euros, which Aeffe will pay to Sinv by the end of November.

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“This operation of important strategic value offers us the opportunity to raise the Moschino brand positioning and to reshape its overall offer in order to accelerate its growth,” said Aeffe executive chairman Massimo Ferretti. “The integration within the group of all the women’s apparel collections puts us in the best conditions to manage the brand with a 360-degree vision, with positive effects on the overall organization across its various aspects: product quality, distribution, market penetration and communication, with a focus on exploiting group’s synergies and opportunities offered by the market.”

In 2020, the Moschino brand posted revenues of 215.4…

Myntra partners with high fashion label Love Moschino

Myntra has partnered with high fashion label Love Moschino, enabling the label to reach consumers in India easily. Now on, Myntra will house a variety of handbags, backpacks, sling-bags, clutches and wallets from the brand. The collection is priced between Rs. 7999 and Rs. 24,999.

Myntra’s CMO & head, International Brands Business, Gunjan Soni, said, “We are excited to further boost our fashion and style profile by partnering with Love Moschino. Our association with contemporary brands is a testament to our focus of providing consumers with an exceptional brand experience.”

Founded in 1983 by Italian designer Franco Moschino, Love Moschino is the brand’s younger counterpart. With the addition of Love Moschino, Myntra now houses over 30+ global brands.