Moschino Brand Guide
Franco Moschino's Ironic Italian House, Sized for Kids
Moschino Kids and Moschino Baby carry the house's ironic, playful codes, teddy bear branding, bold colour and graphic logo play, into pieces built for younger wardrobes. This guide covers the maison's history, what makes each Moschino Kids piece recognisable, how RD Designer Wear's current stock fits and wears, and how to buy with confidence as an authorised UK stockist.
1 | Brand Overview
- Category: Ironic, logo-led designer childrenswear, an extension of Moschino's surrealist ready-to-wear house codes
- Price Positioning: Roughly £20-£225 full price across RD's current range, hats and leggings at the lower end, embroidered dresses and tracksuit sets at the top. Correct at time of writing; see the Shop section below for live pricing
- Sizing: Baby 0-3 months to 36 months/4 years, Kids 4-14 years
- House: Founded 1983 in Milan by Franco Moschino; Baby/Kid/Teen line launched 1986; owned by Aeffe Group; creative director role currently vacant following Adrian Appiolaza's June 2026 departure
RD's take: Moschino Kids takes the house's love of teddy bears, ironic slogans and bold colour and puts it on pieces a child will actually want to wear, playful rather than precious.
Prices and sizing based on RD Designer Wear's live Moschino collection at time of writing; subject to change with stock.
2 | Heritage & Philosophy
Franco Moschino founded his house in Milan in 1983, quickly building a reputation for satirical, surrealist ready-to-wear that poked fun at fashion's own conventions, from trompe-l'oeil prints to garments built as visual one-liners. The Baby, Kid and Teen line followed in 1986, translating that same irreverent spirit into childrenswear.
The house has passed through several creative directors since Franco Moschino's death in 1994, most recently a decade under Jeremy Scott's pop-culture-driven vision, then briefly Davide Renne, and Adrian Appiolaza from January 2024. Appiolaza and parent company Aeffe mutually agreed to part ways in June 2026, and at the time of writing no successor had been named; we'll update this guide once a new creative director is confirmed.
Whoever holds the pen, the house's teddy bear motif, bold colour and ironic graphic language have carried through consistently into Moschino Kids and Moschino Baby, which is what keeps the line recognisable season to season.
3 | Signature Details & Craftsmanship
Teddy Bear Motif & Patch Logo
The house's teddy bear branding, printed, embroidered or as a patch, is the single most recognisable Moschino Kids detail, appearing across t-shirts, babygrows and sweatshirts.
Ironic Graphic Prints
Playful all-over prints, hearts, cherries, cats and fish motifs, reflect the house's surrealist, tongue-in-cheek design language scaled down for kids.
Cotton Jersey Construction
T-shirts, leggings and babygrows use cotton jersey builds designed to hold their print and shape through repeat washing.
Sweat Dress Silhouette
The sweat dress, a jersey dress built on a sweatshirt silhouette, is a recurring Moschino Kids shape that pairs graphic branding with an easy, comfortable fit.
Embroidered Logo Detailing
Dressier pieces step up from printed branding to embroidered logo work, as seen on occasion dresses and statement t-shirts.
4 | Cultural Presence & Retail Footprint
Moschino has built its reputation on being fashion's most self-aware house, from Franco Moschino's original surrealist statements through Jeremy Scott's decade of pop-culture spectacle. That same irreverent identity is what makes Moschino Kids stand out on the school run rather than blend in.
Moschino sells through its own stores and moschino.com worldwide, alongside authorised stockists. RD Designer Wear is one of those authorised UK stockists, carrying Moschino Kids and Moschino Baby from its Glasgow Fort store and online.
In designer childrenswear, Moschino Kids sits in the same bold, logo-led bracket as Balmain Kids and Marcelo Burlon Kids, distinguished by its playful, ironic tone rather than a purely luxury-minimalist one.
5 | Top Picks & Fit
Because fit can vary between styles, always call 01355 570378 for actual measurements from the physical garment in stock before you order.
RD's Top 3 Picks
Moschino Kids Embroidered Logo Black Dress — £225.00
Best for: an occasion piece. Embroidered logo detailing on a dressier silhouette.
Moschino Baby Teddy Bear Print Lilac Dress — £140.00
Best for: a dressy baby gift. Teddy bear print carries the house's signature motif in a soft baby construction.
Moschino Kids Teddy Bear Logo Pink Sweatshirt — £115.00
Best for: an everyday basic. Teddy bear logo branding on a comfortable sweatshirt build.
Quick Size Reference
| Category | Size Range Stocked |
|---|---|
| Baby | 0-3 months up to 36 months / 4 years |
| Kids | 4-14 years |
This reflects overall size coverage across the current Moschino range at RD, not a fit guarantee for any single style. Call the store for exact garment measurements before ordering.
6 | Care Notes & Authenticity
Logo & Print Care
- Turn printed, embroidered or patch-branded pieces inside out before washing
- Use a cold, gentle cycle for prints and embellishment
- Avoid tumble drying or ironing directly over a print, patch or embroidered logo
- Always check the garment's own care label first, since fabric blends vary between styles
Authenticity
Every piece in RD's Moschino collection is checked for authenticity before it's listed. If you'd like to see or try a piece in person first, our team at Glasgow Fort can talk you through fit, condition and finish before you buy.
7 | Sizing, Quality & Investment Value
Moschino's cotton jersey and printed constructions are built to survive a busy child's repeat washing without the print or embroidery breaking down the way a cheaper equivalent might. Because Moschino Kids pieces are graphic and logo-led rather than deeply personalised, well-kept items also tend to hold decent resale or hand-me-down value between siblings, particularly the more recognisable teddy bear prints.
We don't apply a separate Moschino warranty beyond RD's own returns policy; if a piece arrives faulty, our standard Returns policy applies.
8 | Shop Moschino at RD: Real Stock, Real Prices
Every piece below is drawn from RD's live Moschino collection. Images, titles and prices update automatically from current stock.
Shop by Category
9 | FAQs
Who is Moschino's current creative director?
As of writing, the role is vacant. Adrian Appiolaza departed by mutual agreement with parent company Aeffe in June 2026, and no successor had been named at time of writing. We'll update this page once one is announced.
Why does Moschino Kids use so much teddy bear branding and bold colour?
The teddy bear motif and bright, graphic prints carry the house's ironic, playful design language, established by founder Franco Moschino, down into a childrenswear line built to feel fun rather than formal.
Does Moschino Kids clothing fit true to size?
Fit can vary between styles, so we'd always recommend calling 01355 570378 for actual measurements from the physical garment in stock before you order, rather than relying on age labelling alone.
How do I know my Moschino piece from RD is genuine?
Every piece in RD's Moschino collection is checked for authenticity before it's listed, and you're welcome to view or try items in person at our Glasgow Fort store.
What age range does RD stock for Moschino Kids and Baby?
RD's current Moschino stock spans from newborn sizes up to around 14 years, across babygrows, dresses, tracksuits and sweatshirts.
10 | Why RD × Moschino: The Philosophy Match
RD Designer Wear has been family-run since 1999, and we built our reputation on the same principle worth paying attention to whatever the size of the wearer: genuine craftsmanship and design detail.
- Independent, family-run since 1999
- Every Moschino piece checked for authenticity before listing
- Real measurements by phone before you order
- Full Moschino Kids and Baby range in one place, in-store and online
- 200+ genuine Trustpilot reviews
RD Designer Wear, family-run since 1999, is an authorised UK Moschino stockist (200+ genuine Trustpilot reviews). Every piece in this collection is checked for authenticity before it's listed, and you can view or try items in person at our store at Glasgow Fort Shopping Park, Junction 10 M8, Glasgow, G34 9DL. Call 01355 570378 for actual measurements from the physical garment in stock before you order. For deeper detail, read our Moschino Brand Guide. UK Mainland delivery is £5.99 (2–3 working days), or Next Working Day for £7.50 (order before 3pm Monday–Thursday). Scottish Highlands & Islands, and Republic & Northern Ireland delivery is £12.99 (2–3 working days). International orders ship via UPS in 3–10 working days. We accept Visa, Mastercard, American Express, Discover, Diners Club, Maestro and UnionPay, plus Apple Pay, Google Pay, Shop Pay and PayPal. Klarna available for flexible payments.