Moschino debuts inaugural collection and campaign under Adrian Appiolaza

Adrian Appiolaza, who took over as creative director earlier this year, is leading Moschino into a new era. The main official photos of Aeffe’s updated look, which was designed by Appiolaza, have been made public by the Italian fashion group’s flagship brand. He launched his first campaign for Moschino, coinciding with the release of his debut collection in retail outlets. Known as the “0” collection, it debuted for Fall/Winter 2024–25 in Milan in February.

Appiolaza’s arrival marks a major turning point for both Appiolaza and Moschino. The brand had witnessed a period of transition marked by prominent events such as the exit of Jeremy Scott in March 2023 and the passing of his successor, Davide Renne, shortly after taking over the role in November 2023.

The collection notably featured Moschino’s famous elements like trompe l’oeil designs, polka dots, denim, pearls, and cloud motifs. Quirky details and statement pieces were matched by unique accessories such as bags fashioned like French baguettes and Milanese michetta breads.

Massimo Ferretti, Aeffe’s Executive Chairman, shared, “I’m very thrilled with the work Adrian is doing to give Moschino a new visual and product identity, with the supreme respect for the label’s genuine, original spirit. When we showcased the ‘0’ collection in February, and then at the co-ed show we staged in June, we realized there was a lot of eagerness among global buyers, who are very interested in the new direction the label is taking.”

As per Ferretti, “This collection will be dispersed through Moschino’s 51 monobrand stores globally and almost 300 multibrand retailers, underscoring expectations for major growth.”

In celebration of this key moment, Moschino plans to start two pop-up stores in September. One will open at Galeries Lafayette in Paris, presenting highlights from the Fall/Winter 2024-25 collection, while the other will unveil at Lotte department store in Seoul, South Korea, concentrating on the new Tie Me Bag product.