Moschino will show its more commercial, playful diffusion line on Saturday 18 February. It's the brand's first show outside of its typical Milan Fashion Week home, where the main Moschino show will remain.
Leather-goods brand Belstaff will present its mens and womens autumn-winter 2012 collections on Sunday the 19th.
We spoke with Moschino Creative Director Rossella Jardini to find out whats behind the brands big move. Read on for our exclusive Q&A...
Why did you decide to move the show to London?
'I have thought recently about moving Cheap and Chic to London. First of all I think London perfectly embodies Moschino Cheap and Chic DNA and energy.'
What sets London apart? What are the major differences between the fashion scene and showing here, as opposed to in Milan?
'London and Milan are two different, beautiful cities; with their own individual allure the atmosphere in both is slightly peculiar during fashion week. London Fashion Week has a great vibe and is more and more important; its becoming a great point of reference. Milan is an established point of reference and for sure its the city where Moschino (the main line) belongs.'
Youre planning to continue showing the main line in Milan. What are some of the challenges of showing two fashion lines in two separate cities within about a week of each other?
'For sure its a welcome challenge! But its kind of natural evolution for our brand. It will be a debut, we will need to understand better and get to know the London Fashion Week, but this is something we are looking forward to!'
What can we look forward to from the show?
'All is still confidential, we are still working on all details. But you will enjoy as usual the world of Moschino Cheap and Chic, Im sure!'
Who are some of your favourite Brit girls, who you might liked to see wearing Moschino Cheap and Chic at London Fashion Week?
'There are many Brit girls we love: Carey Mulligan, the Downton Abbey girls (I know its a very popular TV series), Edie Campbell, Amber Le Bon, Georgia Jagger...'