MOSCHINO NAMES SUNNEI FOUNDERS AS CREATIVE DIRECTORS

Moschino has appointed Loris Messina and Simone Rizzo, founders of Sunnei, as its new creative directors following Adrian Appiolaza’s departure. Their first collection will debut at Milan Fashion Week in September, marking a pivotal moment for the brand as it seeks to strengthen its creative identity in a shifting fashion landscape.

Italian luxury fashion house Moschino has appointed Loris Messina and Simone Rizzo as its new creative directors, marking a decisive shift in the brand’s creative leadership. The announcement, made by parent company Aeffe on Sunday, comes into immediate effect and signals a fresh chapter for Moschino as it seeks to sharpen its creative identity in a rapidly evolving fashion landscape.  

The appointment follows the departure of Adrian Appiolaza, who had held the role since 2024. His exit, confirmed by Aeffe on Friday, ended a relatively brief tenure. The swift transition underscores the company’s determination to maintain momentum ahead of the upcoming fashion season.  

Messina and Rizzo are best known as the founders of Sunnei, the contemporary fashion label they launched in 2014. Their decision to step away from Sunnei last September sparked speculation about their next move, and their arrival at Moschino now places two of Italy’s most closely watched creative talents at the helm of one of the country’s most recognisable luxury houses.  

Their first collection for Moschino is scheduled to debut during Milan Fashion Week in September, an event expected to draw significant attention from industry insiders, buyers and fashion enthusiasts. The unveiling will be closely watched for how the duo reinterpret Moschino’s distinctive aesthetic, blending their contemporary sensibilities with the brand’s playful, often irreverent heritage.  

The leadership change reflects broader shifts within the fashion industry, where heritage houses are increasingly turning to younger, independent voices to reinvigorate their brands. For Moschino, the appointment of Messina and Rizzo represents both continuity and disruption: continuity in maintaining creative momentum, and disruption in inviting new perspectives to redefine its identity.  

As Milan prepares to host one of the most anticipated showcases of the year, Moschino’s new chapter under Messina and Rizzo promises to be a defining moment not only for the brand but also for Italian fashion’s evolving narrative.