lebigt asked: It's Moschino Cheap and Chic, not main line. Been showing in LDN since last season. Makes sense though - aesthetic is younger and kookier than main line. Fits better in LDN than Milan.
I suppose I didn’t realize they’d moved last season bc I tend to ignore London.
And yes obvs I’m familiar with the difference btwn the main and diffusion lines, what I’m more concerned about is the number of brands leaving their home cities for another. By your same rationale, Marc by Marc Jacobs (younger and kookier) could move to London and it would theoretically make sense… but I don’t think anyone wants that.
I guess sometimes a bit of a mixup is a good thing, but other times brands are just trying whatever they can to improve the bottom line, and that’s what gives me pause.