In 1983 the first Moschino Donna collection was presented in Milan, which achieved considerable success, confirmed the following year with a new collection. In 1985, the classic women's clothing line was joined by one for men. Moschino Jeans was born in 1986 and in 1987 the first perfume produced by the Moschino Eau de Toilette fashion house. In 1988 Franco Moschino launched on the market a new brand Cheap Chic Donna and Cheap Chic Uomo, a revolutionary cheap clothing line. Between 1989 and 1990 two Moschino boutiques were opened in Milan. Ten years later, a third will be opened in London.
In the following years, the fashion house stands in stark contrast to the international fashion industry. Since 1991 the Moschino models stop parading on the catwalk, and from the following year a provocative advertising campaign is launched, which represents an ecological and moral awareness.
In 1993, to celebrate the company's ten years of activity, a photographic exhibition is exhibited in Milan, the book X anni di chaos is published, and a parade of historical garments is presented. In 1994 Franco Moschino died of a heart attack, and his position as creative director of the brand was taken over by his historical collaborator Rossella Jardini. The following year some sculptures representing the symbols of the company are exhibited in some areas of Milan, accompanied by the word Forever (in Italian forever). In the autumn of 1999 the Moschino brand was taken over by Aeffe (manufacturer of Moschino since 1983), which opens other boutiques in Capri, Taipei, Hong Kong, Berlin, Paris, Moscow and Bombay. Since 2000, Moschino SpA has managed the stylistic activities, the coordination of the image and communication, the supervision of distribution and the creation of commercial strategies.