On 20th February the Love Parade is taking place in Milan. We’re not referring to the music festival of Berlin, but the launch of Moschino’s diffusion range Love Moschino. With music and performances by brass band The Dirty Dozen, from New Orleans, DJ Stylophonic and Lorenzo Cherubini’s bass guitarist Saturnino, the brand will be spreading its love. Creative company Independent Ideas supports the philosophy of the brand. The strategy of Independent Ideas for Love Moschino centers on the theme of love and playfully mocks the search for it. Rossella Jardini, The Creative Director of Moschino comments “Lapo has always struck me for his love of ‘Italianness’, made in Italy, Fiat. I heard of his admiration for Moschino through mutual friends and thought that we could share ideas for a joint project.” “To be called on by Moschino to work on the launch strategy for the brand Love Moschino gave us the opportunity to express an innovative message centered on the theme of love: an aspect of social communication that Moschino has always maintained with an ironic and independent language.
In fact, these are precisely the values on which we have founded the philosophy of our agency, or as we prefer to call it, our Creative Factory,” answers Lapo Elkann, President of Independent Ideas. The first Love Moschino collection for men and women will be in the shops from June 2008.
Image: Moschino Jeans for Love Moschino
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