Moschino Unveils Creative Director Adrian Appiolaza’s First Advertising Campaign For F/W24
In a tribute to the maison’s quirky heritage and Milanese beginnings, Willy Vanderperre’s F/W24 campaign captures the perfect blend of fun and fashion
The Moschino Fall/Winter 2024 campaign didn’t disappoint. In his first advertising campaign as creative director, Adrian Appiolaza delivered a bonkers but brilliant film that epitomises the maison’s irreverent approach to high fashion.
Shot by Willy Vanderperre and styled by Alastair McKimm, the film was shot in Milan, the birthplace of the brand. The campaign – entitled Collezione 0 – shows five women enjoying the city’s high octane energy, highlighting moments from their everyday life made more fabulous by high-fashion. Capturing happiness and love in routine activities, the models happily go about their day, from admiring the Duomo to buying groceries from the local fruit stand, strolling around a record store and going to the laundromat.
The twist? Adrian Appiolaza makes a cameo appearance in the background of some of the shots, popping up at the food market, and folding washing at the laundromat.
Fashion critics will know that this is a storied tradition of the house; founder of the maison, Franco Moschino regularly appeared in campaign imagery, adding a light-hearted lilt that became synonymous with the brand. Both referencing the past, and steering the maison towards a brighter future, it seems that Adrian Appiolaza is going to bring a little fun to high fashion.
