Adrian Appiolaza launches first collection and campaign for Moschino

If there is one thing we learned with Jeremy Scott at the head of Moschino for 10 years, it is that the house always understands fashion as an escape from reality with fun designs, full of humour, irony and colour. Adrian Appiolaza, who accumulates a vast experience in houses like Alexander McQueen, Loewe, or Miu Miu, has taken over the baton of the house founded by Franco Moschino in an outstanding way. Now the designer is launching his first campaign for the house, on the same day that his first collection, dedicated to autumn-winter 2024/25 and called ‘collection 0’, which was presented in Milan last February, arrives in shops.

The collection is peppered with references to Moschino such as trompe l’oeil, denim, pearls, polka dots and even clouds. The first campaign imagined by Adrian Appiolaza features photographer Willy Vanderperre and stylist Alastair McKimm. It features five Moschino women in Milan in different everyday situations: shopping at the greengrocer’s, in a record shop, in the rain or even on a fashion show. The campaign features some of the looks from the ‘collection 0’, such as the long sky blue dress with big ruffles, the yellow mohair jumper with the giant smiley face and the trench coat that kicked off the fashion show.