The brand was originally created in 1983 by the late Franco Moschino (1950–1994). Moschino and his fashion label became famous for his innovative, colorful – sometimes eccentric – designs, for his criticisms of the fashion industry and for his social awareness campaigns in the early 1990s.[1][2] After Moschino's untimely death, Rossella Jardini, his former assistant, became creative director.[3][4] The brand has been part of the Aeffe fashion group since 1999.