Brand Brief

Moschino was originally created in the 1980s and is now known to be one of the world’s most luxurious fashion houses. The Italian brand has managed to stand out with its mocking humour and quirky style. Franco Moschino’s first creation of the brand Moschino offered just casualwear and jeans. Not long after, Franco Moschino opened other lines such as “Cheap and Chic” and “Love Moschino” (originally known as Moschino Jeans).

My fascination in Franco Moschino’s unique sense of luxury style lead me to choose Moschino as the main brand to research in depth and analyse the effective trend predictions. In 2013, Jeremy Scott became the creative director of Moschino and took over the spotlight with his slogan t-shirts and logoed design. And, let us not forget the iconic phone cases spotted all around the globe. Scott brought back what had gone missing after the death of Franco Moschino in 1994, when he was only 44 years old at the time. Scott managed to keep the playfulness, sense of irony, individuality and exotic taste of F. Moschino even after his death (Pike, 2019).

Moschino’s target audience are most likely men and women between the ages 18-45 of the middle to upper class. The typical consumer is described as someone who is somehow loud and bold, that has the urge and confidence to stand out and make a statement in the fashion world. Moschino’s main competitors are Armani Exchange, Miu Miu, Dolce and Gabbanna, and Versace.

Relevant Images and Analysis

Consumer Board

Moschino’s middle to upper class people who enjoy looking and feeling unique by wearing expensive and exceptional garments. These consumers live in grand apartments/villas, dine at classy, high-end restaurants, shop at expensive luxury brands, attend exclusive events including Fashion Weeks. Not to mention, they love travelling and can surely afford a trip or two every now and then.

Colour Board

Moschino is seen as bold, colourful, luxurious and funky. These colours represent warmness yet strong feels, perfect for a trendy and modern Moschino Autumn/Winter 2020/21 collection. These colours were inspired by the 3 macro trends; Disney Animated Films, Music and City Lights. Moschino has a strong influence in using famous animated films/cartoons in its previous collections. Therefore, it was decided that Aladdin will be one of the main focuses of the upcoming Autumn/Winter 2020/21 collection. Music is the second macro trend that will be used for the second Autumn/Winter 2020/21 collection, inspired by the famous Hip Hop and Reggaeton artist Nicki Minaj. The third and last macro trend is City Lights; adding a bit of creativity to the collection, inspired from neon banners and city lights in urban cities such as New York and Tokyo.

Design Details Board

This design details board was firstly inspired by Moschino’s exotic taste in style. The luxury brand has always been known of being accepting of innovation and standing out in the fashion business. The incredibly unique design details in the brand’s previous collections are one of the many reasons why Moschino is still booming in the fashion industry.

Brand Consumer

Moschino being known for its ironic criticism of the fashion industry and outstanding, funky designs has prompted many celebrities and socialites into becoming loyal customers to the brand. Moschino is simple yet uses highly eccentric prints in its designs, keeping their targeted consumers loyal to the brand by providing unique, colourful and stylish garments.

Below is an example of Moschino’s general consumer profile, explaining the brand’s main targeted consumers.

Pen Profile:

Here you will find the perfect example of a Moschino consumer based on the information included in the general consumer profile created above.

Meet Nina!

Nina is your ideal fashion lover. She works as a full-time fashion blogger, living in West London, Chelsea. Nina is very opinionated, motivated and one healthy eater! Her favourite food is Asian, and she is obsessed with vintage fashion pieces. She is a socialite who enjoys drinking a glass of mojito and occasionally champagne at her favourite restaurant/bar, Sketch, London. Nina spends most of her nights binge watching her favourite shows and Disney classics. Let’s not forget to mention her desire for travelling across the globe exploring even the smallest of cities. Even when abroad, she manages to stay fit by working out with ‘The Athlete Factory’ training app.

Brand Profile

Moschino has become internationally known and has left its mark in the fashion industry. The brand’s style and designs express creativity that makes irony and elegance its strength through the reinterpretation of the classics. The luxurious brand’s main colours are black and white, representing elegance and simplicity (Fashionbi.com, 2019).

However, Moschino still manages to keep its eccentric routes of being unique and colorful in its collections.

Colour Analysis

These are the main colours used for “The Aladdin Hilem” Autumn/Winter 2020/21 collection. ‘Hilem’ is the Arabic meaning of Dream. Because of the film’s Arabic and Islamic culture, we had chosen to interpret the Arab culture into our collection.Princess Jasmine is the collection’s main inspiration. She wears a beautiful teal traditional blouse and pants with gold accessories. The red and orange shades represent the scenery and setting of the cartoon Disney film in the deserts. The shades of blue are the main colours for this collection, representing the famous genie and the royal blue skies.

 It has been said that pink is the new black and Nicki Minaj knows it. Her strong use of pink besides pastel colors like blue, salmon and yellow are strong influences in our color palette decision. Our inspiration to choosing music to be the main macro trend was the famous Nicki Minaj and her exceptional style in her music videos and clothing. The artist accessorizes her outfits by wearing different colored wigs depending on which color matches her outfit that day. Many female artists are turning pink into the “it” color as it represents feminism strongly (PAPER, 2019).

Textile Analysis

For our first collection, we chose the following four textiles. Our textiles were inspired by Jasmine’s dresses and scarves in the film. The sequin textile was inspired by the beautiful design details of the character’s outfits. We added wool to give the collection a warm feel of the cold Autumn and Winter weather. Silk is one of the most expensive fabrics used to show a sense of elegance and feminism. Princess Jasmine is all about royalty and elegance, therefore there must be a touch of classiness in the collection. Sequin is a must to add creativity and colorful funkiness, just as Moschino likes to interpret in its designs. The chiffon fabric was also inspired by Princess Jasmine and her soft, feminine outfits.

We decided to choose the hologram vinyl textile inspired by one of our macro trends; City Lights. We will be using faux fur and patent because it has been noticed that the famous artist, Nicki Minaj favors these two textiles and has seen in quite a few shots wearing them. Faux Fur has also been highly trending this winter and we’d like to keep it that way! We believe that these four textiles could perfectly bring the consumers to feel the artistic and unique Nicki Minaj vibe.

Literature Research Methods and Review

Brand and Competitor Analysis

A brand’s positioning is the focal point for consumers, allowing them to be able to see where a brand stands and which category it may fall into. Moschino being a widely known Italian luxury brand shares a high number of competitors such as Dolce & Gabbana, Miu Miu, Versace and Armani Exchange. What makes Moschino stand out between its competitors and other potential competitors is its witty and surrealist sense of style, feeding the consumers excitement as well as keeping them curious onto what might be coming in next season’s collection. Dolce & Gabbana, Miu Miu and Versace also add a touch of bright and bold prints to its designs to make an ‘idealistic statement’. However, Moschino is surely the most dominant fashion house when it comes to making irony and comical fashion look classy and elegant. But in some cases, consumers might not react as expected to some themes and design ideas that Moschino has come up with in the past. For example, Moschino’s Spring/Summer 2017 ‘Capsule Collection’ was found drawing people to drugs, believing it is cool to consume them.

Trend Forecast Theories

In Moschino’s Autumn/Winter 2018/19 collection, the Italian luxury brand came up with the ‘Jackie Kennedy collection’. The vibrant use of colours mainly all shades of blue and pink, came as an inspiration to make these colours the focus in Moschino’s upcoming 2020/21 collection. Our ‘The Aladdin Hilem’ collection consists of blue and purple as the main colours. For our second collection, ‘Doll House’, you will have noticed the attention on pink and yellow. Colours are usually tied up with the theme of the collection, making it easier to narrow down ideas. ‘The Aladdin Hilem’ collection was simple; the all-time famous animated Disney film is back and hitting the theatres soon in 2019. The ‘Doll House’ collection theme came from today’s generation looking up to rappers, idolizing these artists and constantly following their styles and taste in music. Nicki Minaj is the first female rapper artist to become this famous and adored. Once the theme is chosen, ideas begin to slide in. For the first collection, you will see that we went for an elegant yet exquisite style in the designs as our main inspiration from the film Aladdin is Princess Jasmine; definition of femininity, royalty, simplicity yet fashionable. The shapes of the collection’s garments are shown to be modernized from the age and Islamic culture of Aladdin. As for our second Nicki Minaj-inspired collection, we added a more edgy and more revealing designs.

Macro Trend Analysis

Moschino is seen as a bold, colourful, and irreverent luxury fashion brand that stands out for a unique and controversial style. Even though its collections are surprisingly innovative each time, it keeps a constant association with trendy brands and aspects that influence the lifestyles of younger generations (Radovic, 2019). As an effort to maintain the essence of this Italian brand, the well-known Disney brand, music and vivid colours of city neon lights are the main trends chosen to form two intrepid new collections. Our three macro trends were chosen based on the way we see the Moschino style. ‘The Aladdin Hilem’ trend came from our two chosen macro trends; Disney and music, along with the appearance of city neon lights that have been used not only in the music industry, but also in fashion. The presence of magical design details from the new Disney film Aladdin, together with neon lights colours used in concerts and buildings, are the main drivers for this inspiring collection. The idea of a Disney film showing in theatres soon, creates a certain level of overall happiness and magic to Moschino’s brand experience. The ‘Doll House’ trend came from the macrotrends, music and city lights. Neon lights are referred to as fluorescent light and the use of bright colours presents peacefulness, youth and a cheerful soul.

Print, Silhouettes and Design Details Analysis

“The Aladdin Hilem” 2020/21 collection was inspired by our top five prints. The inspiration of the prints came from Jasmine’s exquisite style and the Islamic architecture, emphasizing on the mosque’s designs that has been incorporated in the film. New York’s bright city light patterns create illusion in movement and city dimensions, which were an inspiration as well.

The use of sequin and silk will be the focus of our collection. It clearly expresses the mood that city lights bring to a place. In addition to that, the chiffon fabric gives a classic, royal feel of how a princess dress. It is not necessary for royalty to wear skirts and dresses. Princess Jasmine’s trousers and cropped tops are the perfect example that any garment can be recreated to the style you want.

The sequin and embellishment design details were inspired by Jasmine’s outfits in the film, which reflect the beauty of feminism. The delicate blue sheer fabric is a classic fabric used to bring out the glam and royalty in Jasmine’s character. The return of the pleated skirt and off the shoulder dresses reflect on Jasmine’s sassy and seductive personality.

The safety pins, gold elegant studs and zip pockets will give a feel of Jasmine’s elegance, exoticism and sophisticated style. This combination of design details gives a quirky and playful feel of Moschino’s style.

Our source of inspiration for the prints of the “Doll House” 2020/21 collection was related to the abstract forms that neon lights has. Besides, the image of Nicki Minaj, and her constantly use of materials like faux fur, that can be used in different ways, gave us the strength and motivation to play a lot with this fabric by using it to create innovative styles and not just faux fur coats. 

The silhouettes for our “Doll House” collection is designed to recreate the young and playful style of Nicki Minaj. The use of exaggerated forms for coats, and different types of patches for dresses and tops are the main trend for this season. In addition, the constant use of faux fur, patent and puffer allow us to use a diversified colour pallet that evokes young generations.

The use of zippers on the bottom of trousers and bows in skirts and sleeves gives a feel of exaggeration in the details. Furthermore, the combination of different fabrics in accessories like scarfs provides a sense of avocation, relevant to Moschino.

On the other hand, details made of lace in short and long sleeves dispose a sense of amusement for those customers who expect fun in their clothes. Moreover, the small ornaments on the shoulder contributes to make the designs cheerful and jolly. 

Recommendations

The adapting process for the chosen trends may vary from one consumer to another. People have different tastes regardless of what their gender or social status is. Let us take the first trend; ‘The Aladdin Hilem’ is a representation of the films targeted Arab culture and traditions. Notice the somehow-conservative style of the garments drawn on the silhouettes above. We decided to take into consideration the characters traditional outfits and turn them into a more hip, stylish, modern and playful style to match the bold and outstanding Moschino taste. Some consumers may also not be fans of the Disney film, therefore will not be buying any pieces with the characters face on. Moving on to the second trend, the ‘Doll House’ collection is more sassy, flashy and perfect for consumers who are willing to go infinity and beyond to stand out in the crowd. The iconic fashion brand must focus on ways to make sure all consumers will feel the urge and need to purchase products from both collections. Moschino can start an online marketing campaign and setting up events in preparation for the launch of their Autumn/Winter 2020/21 collection. The media has always been the biggest influential platform to informing consumers and influencing the public with glamorous photo shoots and celebrity endorsements in order to get us to purchase a product. Due to social media being available and free to the public to scroll on any post online, it has become easier now to influence consumers through giving Moschino’s targeted audience the chance to have a glimpse of all the exclusive shows and events in the fashion industry, alongside celebrities day-to-day exceptional outfits being shown online and glamorized to the extent where consumers feel the need to dress like them to feel like they’re one of them.

Team Evaluation and Personal Reflection

Working in a team on this project has taught me to never underestimate what other people’s capabilities are. It was amazing how each one of us had very different ideas and taste, yet we managed to combine our imagination and thoughts into one project. We organized our time well, split the work equally and made sure we constantly kept in touch via our WhatsApp group. As for my part, I decided to take on the designing of our trend book, helped with creating the names for our two collections along with our three macro trends, edited the writing content, chose and collected the fabrics and lastly, made sure the work was split as equally as possible to avoid any unfairness. I managed to stay organized and keep everyone on the right track, however, at the end of our journey, I began to find it quite difficult and frustrating to keep following up on my teammates in making sure we are all working on the right track. On the other hand, I had the chance to improve on my organization skills and accepted taking on my other teammates ideas into consideration to make sure everyone’s creativity was used in the making of our trend book. In the future, I would make sure all members have been completely their parts using the best of their abilities and not just quickly offer to redo someone else’s part to avoid another issue coming in the way of our time of submission. I should also take into consideration not being overly picky.

References

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