Milan: Moschino Cheap and Chic has never been a line that takes itself too seriously, and this season’s presentation was even more campy than usual. The F/W 2010 event was both a runway show and a celebration to mark the opening of Maison Moschino, the company’s new hotel in Milan. The collection was inspired by the women one might see coming in and out of the new hotel. The theme made for a diverse collection of looks, ranging from the polished “Chanel woman” in pink tweed to the two hotel maids wearing designer Rosella Jardini’s black and white interpretations of French maid uniforms. Jardini also took advantage of the occasion’s travel narrative to debut the label’s new line of luggage, with several of the show’s “hotel guests” toting or rolling suitcases. As with the looks, the design details were various, but many were consistent with other shows this season — leopard prints, plaids, and bountiful print mixing. There were also leather jackets with pearl, chain, fringe, and stud embellishments, in silhouettes ranging from biker to cropped and collarless. In the end, the house of Moschino found an ingenious way to kill multiple birds with one stone, turning the irreverent designer’s namesake label into a true lifestyle brand.

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