Moschino
Franco Moschino's irreverent Italian house. The bold all-caps wordmark holds steady; 'Couture!', 'Cheap and Chic' and 'Jeans' line wording date the tag.
- Origin
- Italy
- Founded
- 1983
- Category
- High Fashion
- Documented eras
- 4
How Moschino labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1980–1989
'Moschino Milano' Serif Tags
Tags typically read 'Moschino Milano' or 'Moschino Couture!' — rectangular with bold black serif lettering, some with 'Made in Italy'.
- Typically feature “Moschino Milano” or “Moschino Couture!” branding.
- Rectangular tags with bold black serif lettering.
- Some tags include “Made in Italy” or the garment’s size.
How to spot it
'Moschino Milano' or 'Couture!' in bold black serif.
Value signal
Strong; 80s Franco-era Moschino is a sought collector era.
1990–1999
'Cheap and Chic' Line
The 'Cheap and Chic' line launched with distinctive cursive script; tags read 'Cheap and Chic' or 'Moschino Jeans', bold serif retained, size on a separate tag.
- Introduction of the “Cheap and Chic” line, with distinctive cursive writing.
- Square or rectangular tags often featuring “Moschino Cheap and Chic” or “Moschino Jeans.
- Bold, black serif lettering remains a characteristic.
- Includes size indicators, often in a separate smaller tag.
How to spot it
'Cheap and Chic' cursive or 'Moschino Jeans' wording.
Value signal
Strong; 90s Moschino sells well.
2000–2009
Diversified Loop Tags
More product lines (Underwear, Jeans), modern loop tags, the bold serif 'Moschino' kept with line names like 'Cheap and Chic' or 'Couture!'.
- Further diversification of product lines, such as “Underwear” and “Jeans.”
- Loop tags with more modern designs and layouts.
- Maintains bold serif lettering for primary “Moschino” logo, with line names like “Cheap and Chic” or “Couture!
- Size information often included in a separate tag.
How to spot it
A loop tag naming the Moschino sub-line.
Value signal
Common; modest resale.
2010–2019
Varied-Material Logo Tags
Classic logos kept with more layout and colour variety, expanded line tags, varied materials, bold black lettering still the signature.
- Maintains the use of classic logos, with added variety in layouts and colors.
- Expanded tag designs for various lines such as “Cheap and Chic” and “Jeans.”
- Tags often made of different materials, with vibrant, distinctive logos.
- Bold, black lettering remains a signature feature.
How to spot it
Bold black 'Moschino' on varied modern tags.
Value signal
Modern; the Jeremy Scott era aside, priced on the piece.