Moschino comes to Soho

Flashy and flamboyant Italian fashion house Moschino, headed by the gifted and ever original Jeremy Scott, has arrived in the Soho neighborhood of New York City. For those who have been looking for a Bugs Bunny sweater dress or a new leather biker bag, you can now head over to 73 Wooster Street where Moschino's new 3,500-square-foot space designed by architect Ida Sborgia opened August 3. For those who might not have 525 dollars to spend on one of Moschino's sweaters or crop tops, the interior design of the store alone is enough to at least give the boutique a visit.

The store features a gigantic versions of Moschino accessories, like their leather biker bag and baseball cap, high ceilings that give an incredibly spacious feel, and the product is merchandised so shopping by your pattern and color preference tastes becomes very simple. For example, one rack a customer can find all black and white offerings, and on another rack you can find Moschino's zany and original Looney Tunes patterned sweater dresses and t-shirts. This new Soho boutique is the second boutique to open under Scott's tenure, the first being in Los Angeles earlier this year.

Moschino opens new boutique on 73 Wooster Street

Scott who breathed life back into Moschino with his cartoonish vision and playful designs, drawing inspiration from everything from Looney Tunes to Barbie, wanted to create a store that was more and playful than a traditional high fashion boutique. “I just wanted it to be very fun, playful and exciting,” Scott explained to WWD. “It’s something to put a smile on your face and unexpected. You want to have your picture taken in it.”

Moschino was once seen as a stagnant brand that lacked any good press. It was Scott's designs that changed that, and Moschino's parent company Aeffe is more than happy that he is on board. They are so happy that they have signed a multi-year licensing agreement with Scott for the worldwide production and distribution of his ready-to-wear designs.

A designer who worked tirelessly to solidify his name and place in the fashion industry, Scott will have a documentary based on his life titled "Jeremy Scott: The People's Designer" released on September 8, right before NYFW kicks off. The film chronicles his life from a small town midwestern boy to a fashion design star, and features commentary from his celebrity clients like Katy Perry, Miley Cyrus, and Rita Ora. He's certainly come far from his days as a Kansas City, Missouri boy, and has become an original and trendy inspiration to young designers everywhere.

photo:WWD