Elizabeth (Lizzie) Osterkamp, a young student from California and a fashion, travel and photography enthusiast, is fulfilling one of her dreams during her studies in Strategic Communication (University of Colorado, USA): to get to know – and be able to tell about – her experience in one of the world’s fashion cities, discovering her favourite fashion brands. Here she tells us about the world of Moschino, between art, design and fashion.
“Moschino takes a different approach to fashion compared to other luxury brands. The brand thinks about the future and focuses on bringing pop culture to life. The use of bright colors and loud patterns helps to set it apart from its competitors and other luxury brands and helps to target those who want to stand out and be different.
When I walked into the Moschino store on Via Sant’Andrea, I was speechless. This store is truly an experience. It takes fashion to a new level and represents everything the brand stands for. The whole store has lots of natural light, and the walls are white to help showcase the bright colors of the displays and the fun patterns of the clothes. Some patterns and fabrics at this flagship location include the use of embroidery, leather, little 3-D embellishments as well as the brand name ‘Moschino,’ which is displayed on their belts, shoes, necklaces and much more.
Their displays include large realistic mannequins, a large leather jacket that has a zipper undone that leads you into a dressing room, and there is a mix of smaller décor around the store like Moschino shopping bags with handbags displayed in them and surfboards. The downstairs level presents their current women’s couture collection along with shoes, sunglasses and handbags. Upstairs offers more women’s clothes, menswear along with clothes and shoes for children. Near the children’s section, they have a larger-than-life teddy bear with a little opening for children to play inside the bear. Another product that I have not experienced much at the other luxury stores is dog accessories. All displayed in a doghouse, they offer dog collars, jackets and water bowls.
The avant-garde style was amazing to witness in person, and I highly recommend making a stop at this location while in Milan.”