The brand was originally created in 1983 by the late Franco Moschino. Moschino and his fashion label became famous for his innovative, colorful – sometimes eccentric – designs, for his love of fairies, for his criticisms of the fashion industry and for his social awareness campaigns in the early 1990s. On October 2013 Jeremy Scott became the creative director of the brand.
This diffusion line is one well placed between the two other lines of the Moschino brand. Catering to the forever young at heart, Boutique Moschino intensifies the signature of its original sister line. The characteristics of the Boutique Moschino collections is the fuelling of fashion with fun and a refreshing sense of humour, and often being “exotic”.