Shop and sample Moschino at So Choix. Founded by Franco Moschino in 1983, the Moschino label is known for its irreverent, surreal take on fashion. Through the years, the collections have often included tongue-in-cheek items like a cashmere jacket reading “rich bitch” or a T-shirt sporting a television tuned to “Channel No. 5” (for which Chanel sued). Moschino's first fragrance, Moschino for Women, was launched in 1987 while the cologne Moschino for Men followed in 1990.