Moschino taps Loris Messina and Simone Rizzo, the creative minds behind independent label Sunnei, as co-creative directors, replacing Adrian Appiolaza. The pair will debut their inaugural collection for the storied Italian house during Milan Fashion Week in September.
Messina and Rizzo built Sunnei into a respected contemporary brand known for bold color blocking, unconventional silhouettes, and playful subversion of fashion codes. Their appointment marks a significant shift for Moschino, which has long balanced Franco Moschino's satirical legacy with commercial accessibility under previous creative leadership.
The transition signals Moschino's desire to inject fresh energy and contemporary sensibility into its aesthetic. Sunnei's approach to irreverence and youth-oriented design aligns with Moschino's DNA of wit and provocation, though the new directors will need to calibrate their avant-garde instincts for a luxury house with a broader global customer base.
Appiolaza, who led the brand since 2021, oversaw a period focused on heritage codes and nostalgic references. His departure creates room for Messina and Rizzo to establish their own narrative while respecting the founder's iconic tongue-in-cheek spirit.
The September debut carries weight beyond the typical designer change. Moschino operates under ONIRIS, the holding company controlled by the Moschino family, making this an internal evolution rather than a major conglomerate shake-up. This structure affords the new creative team relative autonomy in their vision.
For Sunnei, the appointment represents a major expansion. The label, which has shown at Pitti Immagine, operates on a considerably smaller scale than Moschino's production and distribution infrastructure. The designers face the challenge of scaling their craft for a