Massimo Osti, Gianni Versace, Franco Moschino & Valentino Garavani were some of the most notable names competing on the runway and in the shops throughout the 1980s. The creative nature of these brands has had a huge impact in the development of fashion, from the innovative work of Massimo Osti, who in 1987 successfully incorporated heat reactive materials into his garments, to the flamboyant designs of Franco Moschino & Gianni Versace.
Italian fashion was heavily adopted in the UK in the late ’80s and throughout the ’90s, with celebrities wearing Versace suits on the red carpet, to jungle & garage DJs wearing Moschino off-key print shirts. The ’80s was the start of a new era for most Italian fashion houses, with brands competing to make the most noise via campaign ads and extravagant designs.
Photo by Jazzy Badger: Late 1980s Moschino striped shirt.
Photo by Jazzy Badger: Late 1980s Valentino repeat logo polo shirt.
Photo by Jazzy Badger: 1988 Stone Island striped rugby polo.
Photo by Jazzy Badger: 1985 Stone Island Raso Cover jacket with removable down liner and mouth piece.
Photo by Jazzy Badger: Late 1980s Moschino Jeans denim jacket.
Photo by Jazzy Badger: 1980s Gianni Versace Baroque Silk shirt.
BRAND HISTORY MOSCHINO
Moschino was founded in 1983 by the late Franco Moschino. The brand soon became famous for its vivacious styles, as well as its frequent social awareness campaigns. After the death of Franco Moschino in 1994, his former assistant Rossella Jardini became Creative Director. The brand correctly pronounced MOS-KEE-NO, has been part of the Aeffe fashion group since 1999.
BRAND HISTORY STONE ISLAND
Stone Island was founded in 1982 by the late Massimo Osti to run alongside his other brands CP Company & Boneville. Osti took Stone Island down a path like no other, experimenting with military materials and eccentric designs, to create garments which could glow in the dark, reflect light and even change colour. The brand quickly became sought after by the Milan youth and later became the uniform for football terraces across the U.K.
Massimo Osti left the brand in 1995. Since then, Paul Harvey & Carlo Rivetti have taken the brand down a casual route more suited for everyday wear, whilst keeping the creative design process alive with new technologies and fabrics.
BRAND HISTORY VERSACE
Gianni Versace S.p.A. was founded in 1978 by the late Gianni Versace. The brand has become a household name, acquiring iconic status as one of the world’s most luxurious fashion houses. The mainline, now known simply as Versace, has had various diffusion lines, such as Versace Collection, Versus Versace, Versace Jeans & Versace Sport.
The unmistakable logo comes from the Greek mythical figure Medusa. Gianni chose the logo because Medusa made people fall in love with her and they had no way back; he hoped his company would have the same effect on people. The end of an era came one tragic morning in 1997, when Gianni Versace was shot dead outside his home in Miami. Gianni’s sister Donatella Versace took over as Creative Director after his death.
BRAND HISTORY VALENTINO
Valentino S.p.A was founded in 1960 by Garavani Valentino in Via Condotti, Italy. Valentino has designed wedding dresses for Courtney Cox, Jennifer Lopez & many more high profile celebrities.
In a 2014 interview with Garavani Valentino, he claimed he hated everything he designed in the 80s, stating that ‘all of the dresses were out of proportion, with shoulders that didn’t belong to the fit’. In 1998 Garavani sold the company to HDP, however he continued to be Creative Director until 2007.
1980s TAG EXAMPLES
Here are some examples of 1980s neck tags. Tags in the ’80s were typically made of Nylon and stitched in with bold lettering and logos.
COLLECTING THE BRANDS
As a mild collector of all four brands, I’m still amazed when I find a design that I’ve never seen before; whether it be a Versus Versace shirt with butterflies & fairies printed all over it, or a Stone Island Marina vest boasting a huge reflective logo. The hunt for these brands is never-ending and for me, the 1980s pieces are the pinnacle of my search. The bright colours, obnoxious prints and heavily embroidered oversized logos are what drew me in at first, but after learning the extensive history and meaning behind these brands, the desire to own as much as possible became somewhat an obsession.
For most collectors, the idea of actually wearing a shirt that you spent two years searching for induces anxiety, especially to an all night rave or an Indian curry-house. For me, wearing the collection is the best part of it. An ’80s Italian designed shirt can make you feel classy and charismatic and even though you may be subject to a few laughs down the pub, it’s all worth it when you meet someone who remembers the brand in its heyday.
Selection of Stone Island jackets from the Jazzy Badger collection: 1985-2010
Selection of vintage Moschino repeat print jackets, shirts & jeans from the Jazzy Badger collection.
Selection of vintage ’80s & ’90s Valentino pieces from the Jazzy Badger collection.
Selection of vintage ’80s & ’90s Gianni Versace and Versace Classic shirts from the Jazzy Badger collection.
Selection of rare vintage Moschino pieces, circa early to late ’90s from the Jazzy Badger collection.
Stunning late ’80s Valentino waistcoat from the Jazzy Badger collection. Features all-over ‘newspaper’ print, lightly padded quilt lining and buckle fastened waist belt.