20 Years of Moschino in Moscow

Opening Boutique Parigi February 2003
Opening Boutique Parigi February 2003

This April the famous GUM department store in Moscow, whose long façade faces Red Square, will host “Inside Moschino,” a retrospective following the Italian brand through the years, from its foundation to the present day. A declared celebration of Moschino’s evolution from its beginnings until the S/S 2010 collection, told through its clothes and accessories, ad campaigns and boutique window displays.

Promoted by Bosco dei Ciliegi, Moschino’s exclusive partner in Russia with two boutiques in Moscow and one in St. Petersburg, the exhibition is housed in the central arcade of GUM with an installation that recreates the entire Moschino world. It starts from the Moschino studio spaces in Milan continuing on to the boutiques, in a faithful reproduction of all the rooms and even including a literal recreation of the doors and windows. The installation is open; in fact, there is no barrier separating the Moschino world from its visitors. They are free to observe how Moschino creativity comes to life and can participate in what takes place behind the scenes of the studio. Furthermore, each visitor will be able to be in direct contact with the collections, the ad campaign images and the window displays.

The window display scenes on exhibit will include two of Moschino’s unforgettable installations: “Assi e Ferri da Stiro” [Ironing Boards and Irons], displayed for the first time at the Moschino boutique on Via Durini in Milan in February 1999; and the recent “Lace,” featured in the window of the boutique on Via Sant’Andrea in Milan in February 2010. Also, the “Ape Piaggio” display, created for the opening of the Paris boutique in February 2003, and “Pigeons,” from the windows of Milan’s La Rinascente department store in Piazza Duomo in February 2009.

Assi e ferro da stiro via Durini February 1999
Assi e ferro da stiro via Durini February 1999

At the centre of the exhibition is a selection of clothes and accessories starting from the historical archives to the more recent collections of Moschino, Moschino CheapAndChic and Love Moschino. In fact, the collections and accessories start with “Borsa-casa” (Autumn/Winter 1998-99) and end with two pieces from “Archivio Moschino,” a label offering historical archival pieces re-interpreted with contemporary silhouettes and proportions, making an appearance on the Spring/Summer 2010 runway. All set against a backdrop of ad campaigns for a truly artistic background.

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