"I am not a designer!", Franco Moschino's attitude seemed counterproductive. He was disrespectful and had surrealistic ideas. But it all ended up in a ten-year-story about a guy, who became an important figure in an industry on which he had originally declared war. Born in 1950 in Italy, Franco Moschino began as an art student and saw himself as an artist. "Clothes make the man" was the belief he grew up wih, so that he started working as a fashion illustrator for Gianni Versace. He finally came to the conclusion that fashion should be fun and decided to found his own label in 1983. Moschino did not invent anything new, he just interpreted it in a new and unique way. He used slogans as fashion parodies like "expensive jacket" and "for fashion victims only". In 1991 Franco Moschino took a radical decision and began his legendary "Stop the Fasion System" advertising campaign. But this didn't stop his fans either. Moschino celebrated his ten-year anniversary in 1993 with a big retrospective at the Milan National Theater. Only one year later he died the following year of cardiac arrest.
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