Moschino Jeans Goes Contemporary As "Love Moschino"

Moschino is changing the game at its Moschino Jeans collection, rebranding the goods as "Love Moschino" in a play to get the product into the hot-hot-hot contemporary arena, WWD reported today.

No notes yet on a marketing push, except the article notes that there will be dedicated store openings and "investments in communications" (which we imagine is just fancy talk for "PR" or maybe "web initiatives") in addition to special marketing events. While we're waiting on that, check out this (disturbing?) ad for their "I Love Love" fragrance from the brand's other contempo-line, "Cheap and Chic" (right).

According to the report from Women's Wear's Milan bureau, the label had grown far beyond its traditional denim offering into a full-scale lifestyle collection. The line will be held under the "Love Moschino" moniker starting with the Winter 2008 precollection (seriously, how many collections are there on the calendar now?!) and "has a Twenties feel, with a sporty touch...striped patterns and bright color palettes."

We have to say, we're not in "love" with the new name. What does that even mean? It sounds like those "Love, Live Ferragamo" ads from last year, which were nice, but they were ads, not a brand name. When you're going for contemporary, it seems better to lead with a more straightforward approach, like, say Marc by Marc Jacobs, Michael by Michael Kors, or even Just Cavalli. Somehow, "Love Moschino" just doesn't have the same ring to it. Or maybe it's just us?

Send your thoughts here, or post a comment below. Do you "Love Moschino"?

For the full story from WWD, click here.