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Ιn 1983 Franco Moschino founded his eponymous label, and more recently Italian company Aeffe has worked with the designer to build his business and distribute it exclusively under the Moschino license. That same year, he presented his first collection at Milan Fashion Week. From the beginning, Moschino has stood out in the fashion industry attention with its eccentric and unusual designs, and collections inspired by surrealism and Pop Art with a touch of irony. By the end of the 1980s the brand had become very successful. At this time, Moschino launched several new collections including Moschino Uomo and Jeans Moschino in 1986, Love Moschino in 1987 and Moschino Cheap & Chic in 1988. In 1994, Franco Moschino died unexpectedly, leaving his closest assistant, Rosella Jardini, the reigns of the label. At this time, the new creative director designed the Ecocouture line, the first collection to ever use organic fabrics and dyes. In 2000, designer Vincent Darré took over as creative director and Moschino continued to expand, opening a boutique in Rome in 1996 and one in London in 1998. The following year, Aeffe Fashion Group bought the label, enabling an expansion into Asian markets. The brand opened stores in Taipei and Hong Kong, and eventually became available in every corner of the world. Moschino gained worldwide recognition when the Italian house was asked to design costumes for the opening ceremony of the 2006 Winter Olympic Games in Turin, Italy. Celebrities soon became fans of the label's offbeat style, especially Madonna, who wore Moschino's heart-shaped sunglasses throughout her Sticky & Sweet world tour.