Under Jeremy Scott's Direction, Moschino Is Again Aeffe's Fastest Growing Brand

Sales at Moschino's parent company may have flatlined in 2014, but the punchy Italian brand saw its own revenue grow nearly 7 percent.
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Eliza Brooke
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Sales at Moschino's parent company may have flatlined in 2014, but the punchy Italian brand saw its own revenue grow nearly 7 percent.
Moschino's Barbie-inspired spring 2014 collection. Photo: Imaxtree

Moschino's Barbie-inspired spring 2014 collection. Photo: Imaxtree

It's something of an understatement to say that Moschino has enjoyed a boost in popularity since celeb-friendly designer Jeremy Scott showed his first collection as creative director of the brand a year ago. But has its heightened profile translated into stronger sales? Based on the latest financial report from Moschino's parent company, Aeffe, that seems like a yes.

Across all its brands — a roster that includes Alberta Ferretti, Philosophy di Alberta Ferretti, Moschino and Pollini — Aeffe brought in €251.5 million over the course of 2014 versus €251.1 million the year before. But! Moschino's sales rose 6.9 percent to €163.4 million while Alberta Ferretti grew just 1.6 percent; Philosophy's dropped nearly 36 percent, which could helped explain why it brought in a new creative director last year; and Pollini, which also changed its creative director, grew 0.6 percent. Between 2012 and 2013, Moschino grew only 3 percent against Pollini's 5.4 percent.

At this point, Moschino is making up 65 percent of Aeffe's total sales. Last year, it represented 60 percent.

While this news certainly means that Jeremy Scott isn't failing at his job, it is worth noting that the brand has enjoyed periods of faster growth in the last few years (in 2012 and 2011, for instance). And of course, Scott's first collection didn't hit stores until fall 2014 — so to ascribe the year's results entirely to him wouldn't be accurate.

Next year's figures should be a bit more telling. But the early results seem promising.