Archive Goose Embroidery
The embroidered Archive Goose motif runs across shirts, tees, hoodies and knits, embodying Moschino's cartoonish house iconography.
3 live now · from $147
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Moschino
Milan luxury label founded in 1983, known for surrealist, pop-culture-driven design, now led by Sunnei founders Loris Messina and Simone Rizzo.
MilanOrigin
UnisexFocus
Y2KStyle
$$$$$Price
What to know about Moschino
Jokes printed at luxury prices
The house's core language is surrealist humour: trompe-l'oeil prints, cartoon and food motifs, gold-chain hardware and teddy-bear charms, sold at full luxury pricing.
Logos and hoodies do the work
Heavy logo branding across hoodies, t-shirts, handbags and denim is what most shoppers actually buy, rather than the runway avant-garde pieces.
House in active transition
Owner Aeffe took full control in 2021, is restructuring under Italy's corporate crisis code, and installed Sunnei's Messina and Rizzo as creative directors in June 2026.
The pieces that define Moschino
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Novelty Print iPhone Cases
Hamburger, logo egg and flower-logo phone cases distill the house's surrealist food-and-logo humor into a collectible accessory.
12 live now · from $19
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'Moschino Tape' Logo Line
The repeating logo-tape branding on tees, jeans and outerwear is the brand's most recognizable loud-logo signature.
4 live now · from $119
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If you like Moschino
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Milan maximalism with heavier Sicilian romance
What changes: Sincere baroque glamour rather than surreal parody
76% matchGucci
Monogram-loud Italian luxury with eclectic pop styling
What changes: Broader house codes and far bigger leather-goods range
74% matchKenzo
Playful graphic-led house with a streetwear-trained hand
What changes: Tokyo-Paris workwear graphics over cartoon kitsch
70% matchMarni
Clashing prints and colour, quieter on the jokes
What changes: Craft-driven boxy shapes, no logo branding
Brand facts
Moschino is a Milan luxury house founded by Franco Moschino in 1983 and owned by Italian group Aeffe, which took full control in 2021. Collections trade in surrealist humor: trompe-l'oeil prints, cartoon and food motifs, gold-chain hardware, teddy-bear charms and heavy logo branding across handbags and denim. Sunnei founders Loris Messina and Simone Rizzo were named creative directors in June 2026, succeeding Adrian Appiolaza. Aeffe agreed to sell Moschino's fragrance and cosmetics trademark to Euroitalia for 98 million euros in 2025 and is restructuring under Italy's corporate crisis code.
- Founded
- 1983
- Origin
- Milan, Italy
- Made in
- Italy, Portugal, China, Greece
- Price
- $$$$$
- Typical prices
- T-shirts $423–$544 · Footwear $588–$849 · Accessories $77–$133
- Focus
- Unisex
- Facts checked
- September 2026
- Styles
- Y2K, Streetwear, Avant-garde