Moschino

Traditional media VS New media

 TRADITIONAL MEDIA
As the world prepares to live the legendary 1980s, an irreverent
Franco Moschino begins to ride the wave of rebellious originality
with collections that symbolize a provocative vivacity in which the
ugly becomes beautiful and the disrespectful becomes boring
normality. These were the years of excess and extravagance
expressed in the chromatic mixes of the certainly particular taste of
bright colors combined with prints; while leggings with leg
warmers seemed to have been elected expression of a frenetic
lifestyle with attention to the care of one’s body on one side, and
the ostentation of an unbridled luxury symbol on the other, a race
towards success where the main protagonist was exactly that
power dressing, with its oversized jackets and shoulder straps with
their aura of seriousness typical of a businesswoman, took place.
Moschino as a brand used posters, news ads and traditional old
school methods for their brand promotions. Being rebbelious has
become a trademark for the brand and its identity. Although the
means were traditional, their campaigns were not.
 NEW MEDIA
Moschino as a brand knows well how to use the new media
platforms to their fullest potentials. Keeping the original ideation
and meaning behind the brand, its still breaking the norms be it
politically, socially or fashionably with the same intent as Franco
Moschino started this brand initially with. From blogs to instagram
and twitter, the brand has a very prominent image and presence.
With Jeremy Scott as their new and current creative director, him
being a millennial makes a huge difference as he has made this
brand relatable and symbolic for everyone in the instagram era.
Using each demographic carefully, the brand curates each post,
collaboration and ad very efficiently. With 16 - 25 age people are
focused on online trends, 26-35 being concerned for a style
statement true to them and 36 and above being represented by
celebrities and influencers to really showcase how the brand is
equal for all ages and demographics. They not only use instagram
but also twitter and hashtags to make their brand more
approachable.
 CAMPAIGN & ADS
Moschino has a knack to get very creative and challenging
in their creatives and campaigns. Challenging in the sense
that the brand is constantly on its toes breaking every norm
or rules per say. They are also very active and aware of what
their audiences are involved with. Thus, they are very hands
on and curate their creatives and collaborations with
extreme diligence and mindfulness. Their collaborations
with non-fashion brands like mattel and mcdonalds is a great
example of how well versed they are with their
demographics. Moschino's outrageous and out there
approach with design shines through with their ads as well
as each and every creative as well. Anyone can spot
Moshcino's ad and creative with help of it's iconic teddy
bear.
 PANDEMIC & BRAND
The COVID-19 pandemic has changed the way we do many
things. Fashion shows are no exception to the social
distancing rules adopted in response to the coronavirus
outbreak. To show off the pieces in the brand’s
Spring/Summer 2021 collection while also following social
distancing guidelines, creative director Jeremy Scott came up
with the idea to present fashions with the help of marionette
puppets designed by the special effects company Jim
Henson’s Creature Shop. The puppets in the show, which was
appropriately named “No Strings Attached,” were dressed in
miniaturized versions of each garment featured in the
collection. This helped the brand to gain more attention while
also creating awareness about the social distancing. And this
in turn helped them gain more followers and consumers as
well.