In following a trend many high end labels have turned to recently, Moschino has decided to focus on its younger demographic of customers. The Italian apparel company, a unit of Aeffe SpA, company is launching a
contemporary-priced accessories line called Love Moschino for spring, which will coincide along a the ready-to-wear line of the same name. The idea behind the Love Moschino line came from a need to reach out to the company's "younger aspirational customer" and provide more affordable options for their popular accessories line. And according to Michelle Stein, president of Aeffe USA, the decision has been a long time coming. “[It’s] a natural progression for the Moschino brand after the success
of the ready-to-wear,” said Stein, who noted this contemporary
collection comprises 20 percent of the Moschino business in the United
States. “We have a couple of interesting people who joined the design
team who have quite a bit of experience in the contemporary market, and
we’ve been perfecting our sourcing offshore. It was a convergence of
things,” she said.
The Love Moschino accessories line will include
totes, shoulder bags, wallets and clutches, some in nappa and patent
leather, others in calf and canvas. The bags will range in price from $165 to $445 and will include elements like bright, punchy colors and gold and silver hardware. There are 12 groups in the collection that offer four to six styles each, which will be
expanded to include new materials, such as suede, for fall 2010.
Article and Photo Source: WWD