After 20 years, Moschino is taking a huge leap of courage and undergoing a complete re-branding of their designer denim Moschino Jeans line.
MPD Is reporting that Moschino Jeans will soon be called Love Moschino. Also that they will be moving away from just denim. Love Moschino will be targeted at a younger market and feature lower prices compared to the previous range. The new name wanted to encompass the creative, intelligent and ironic character of the Moschino brand, and capture the essence of the original runway collection. The sub-brand is now available at the Moschino London showroom, but the name and logo change will be effective from January 2008.
fyi: The Moschino Lines: Moschino, Moschino Cheap and Chic and Moschino Jeans
The Jeans pictured above can be found at YOOX for $143. Yoox literally has dozens of Moschino designer denims, as well as clothes and accessories from Moschino's other lines on sale.
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