As part of the Visual and Cultural Identity module in my first year, I had to write a 3,000 word report on Moschino’s visual language. This included identifying three key campaigns to analyse, as well as a literature review and visual analysis of a ‘competitor’ (for the competitor, I chose Schiaparelli, due to its surrealist approach to aesthetics, which compliments the tongue-in-cheek nature of Moschino).

One of the unexpected challenges for this report was finding the original images from Moschino catwalks and adverts in the 80s and 90s! I had to do many deep dives into various archives in order to get high quality images of the brand’s earliest and most iconic campaigns and looks. This was particularly challenging for the perfume advert, which was released in the 1980s. Despite this, I enjoyed eventually finding what I needed, and it definitely elevated the quality of my report.

After completing this report I had a newfound appreciation for Moschino, and greatly admired the brand’s founder, Franco Moschino, and his approach to fashion and design. It also demonstrated to me the importance of visual language, and the power of semiotic communication.

This report was my favourite project from my first year at university. At the time, it was so different to everything that I had done before, and looking back it’s still a stand-out! I was incredibly proud of the end result, and I received a very high grade and complimentary feedback as a result.