After 10 years, Jeremy Scott is leaving his role as creative director of Moschino.
He added that he was “so proud of the legacy I am leaving behind” and thanked *Ferretti (Aeffe executive chairman Massimo Ferretti) “for the honor of leading this iconic house” and his fans around the world.
Ferretti was not available for additional comment on Monday, but market sources said the parting was amicable, taking place at the natural end of Scott’s contract. Sources said Ferretti is still talking to candidates to become creative director and that a successor to Scott has not been identified yet.
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The market reacted to Scott’s exit with surprising approval, sending shares of Moschino’s parent Aeffe up 3.05 percent to close at 1.15 euros on the Italian Stock Exchange.
Industry observers wondered if the change would contribute to substantially shifting the needle at Moschino.
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“This is a consumer-centric world and it is only normal for brands to keep questioning themselves. There is a return to minimalism and relaxed tailoring; maybe even the Moschino customers want something different. The change in creative direction shouldn’t be felt as traumatic but as a necessary moment to take stock of the situation,” stated Alessandro Maria Ferreri, owner and chief executive officer of The Style Gate consulting firm.
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For sure, Scott was excited about taking on the creative director’s role at Moschino in October 2013, saying that he felt “like a child at Christmas with new toys, I can’t play with just one.”
He leveraged the label’s bounty of references and iconography, and infused it with his own quirky sense of style. He has over the years paraded coats and dresses embellished with gold chains and lettering, and bags shaped like mini-Moschino jackets, or pumps with heavily sculpted heels or forks as details on the vamps.
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Moschino Fall 2020
Moschino was founded by Franco Moschino in 1983 and Aeffe has held the license for the production and distribution of the brand’s women’s and men’s collections since then.
In 2022 Aeffe revenues amounted to 352 million euros, up 8.4 percent compared to 325 million euros in 2021. While the group does not break down sales by brand, sources say Moschino represents 70 percent of the total.
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