
By Lucrezia Spina. Cover image by Margaret Mitchem for I’M Firenze Digest.
What is the most colourful and fun brand if not Moschino? Adrian Appiolaza is the Maison’s new Creative Director who will write a brilliant new chapter in the history of a brand that is so irreverent, ironic and unique in the fashion system. Let’s start from scratch! Did you know that, initially, Franco Moschino named his label Moonshadow?
Dating back to 1983, after significant work experiences together with Gianni Versace and Cadette, Franco Moschino created his own brand. The strength of his creations was the infusion of irony, even when dealing with iconic luxury pieces such as Chanel’s tailleur reimagined in a Moschino style with the words “This is a Waist of Money”.
Over the years, particularly under the direction of Jeremy Scott (former Creative Director since 2013), Moschino has captivated audiences with his irreverent and boundary-pushing collections, which have left their mark in the fashion scene.
Scroll until the end to discover more about Moschino impressive collections and his new Creative Director, Adrian Appiolaza!
From Moschino to Adrian Appiolaza: when the archive speaks loud and clear
An innovative mix between fashion and food: the Moschino’s disruptive catwalks
The Moschino Fall/Winter 2014-2015 Fashion Show was the big debut of Jeremy Scott. The runway was inspired by McDonald’s as a link between the consumerism worlds of fashion and fast food.
Moschino weirdos, the Chic Aliens
For the FW 2018 Moschino was inspired by the alien, a hot topic of the period, presenting a runway featuring glittering wigs, two-piece suits and colored paint recalling aliens’ body. Glittery dresses were mixed with pop-art prints, creating chic aliens in suits reminiscent of stewardess uniforms.
A glamorous puppet show for Moschino show during lockdown
It was during the pandemic when the brand for his Spring/summer 2021, chose to mould chic puppets wearing Moschino collection’s miniatures for parading with extreme elegance down the tiny runway in front of a very selected first row guests, a dolly-felt version of V.I.P. fashion journalists too. Was an homage to french Théâtre de la Mode, the troupe of miniature couture creations the designers of Paris sent on the road after World War II to save their businesses from financial ruin amid scarce supplies and clients left unable to travel. Vogue reported.
Could have been a clever strategy to differentiate itself from the other fashion brands? The fashion companies, in fact, made digital fashion shows using virtual avatars immersed in cybernetic environments. The Jeremy’s brilliant idea was mixing puppets world (that has always been related to reality) with a digital context version as social media are.
When Moschino MET Gala and took it!
Since ever the brand dressed the biggest celebrity from top models to music starts, making big waves thanks to the exaggeration of the garments!
One of the most discussed outfits was the so-called ‘chandelier dress” (worn by Katy Perry at the Met Gala), which was a triumph of lights and sequins really impressive, don’t you think?
Well, after taking a brief look at what Moschino has achieved so far, what can we expect from the new creative designer Adrian Appiolaza?
Welcome Adrian Appiolaza: the future of Moschino is yours!
For Moschino Adrian Appiolaza is fresh key to unlock new vision on irony in fashion. Born in the big city of Buenos Aires in 1972, Appiolaza cultivated at home the passion for fashion. He then moved to London to pursue his professional career in the fashion industry, also thanks to the love for British music, which brought him there.
After working for Chloè, Miu Miu and Louis Vuitton he joined the Loewe’s landscape, in which he worked as Women’s Ready to Wear Design Director. Simultaneously, he began collecting clothes from designers who have shaped the history of fashion, including Franco Moschino, whom he has always admired and held in high esteem.
“I am grateful to Massimo Ferretti for giving me the opportunity to challenge myself, and for sharing this new chapter in the Maison Moschino’s professional journey. My task will be to reopen that window on the world opened years ago for all of us by Franco Moschino: for me, there could be no greater honor” he reported to the press, and that’s all we wait for with his debut in February with the Fall/Winter 2024-2025 collection!