As Jeremy Scott is set to unveil Moschino’s spring/summer 2016 show today in Milan, thoughts turn to the brand’s inception – and how it became the go-to label for girls who love to shock.

Since Jeremy Scott took on the role as creative director in 2013, Moschino has catapulted itself into the spotlight with its logoed designs, slogan T-shirts and pop-culture favourite phonecases being spotted on everyone from Rita Ora to Scott’s other BFF and collaborator Miley Cyrus – but being Italian fashion’s naughty little sister is nothing new for the brand.

Encouraged by Gianni Versace, Franco Moschino began his eponymous label with a line of casualwear and jeans before eventually expanding to eveningwear, shoes, lingerie and perfumes.

While his clothes may have come with a high-fashion pricetag, Moschino was never shy of a controversial statement and often poked fun at the industry’s “fashion victims” who were also, infact his customers: “My approach is a contradiction, I know, but why not?” Moschino once said.

When Moschino died aged just 44 in 1994, the brand’s reins were handed to Rossella Jardini, Moschino’s former assistant, who remained at the helm until 2013, when Scott took over. Jardini’s designs, although still colourful and vibrant, were a little less irreverent than Scott’s, who has taken the brand back to its original headline-grabbing form.

Already blessed with a knack for tongue-in-cheek dressing for his own label, Scott has embraced the “more is more” nature of Franco Moschino’s original aesthetic making the brand one of the industry’s most talked about once more.

Over the last few seasons we have seen Moschino re-interpret the iconic logos of Barbie, McDonalds and Coca Cola while most recently Scott sent down street-wear styling down the catwalk illustrated with Looney Tunes characters. This has only increased the popularity of the vintage designs, satin-printed Moschino trousers and logoed denim are some of the Internet’s most coveted internet steals.