Moschino has appointed Loris Messina and Simone Rizzo as its new creative directors, marking a significant new chapter for the Italian fashion house. The founders of Sunnei will take over creative leadership following Adrian Appiolaza’s departure, with their debut collection scheduled for Milan Fashion Week in September. Their appointment comes at a pivotal moment for both Moschino and parent company Aeffe as the group navigates corporate restructuring and potential ownership changes.
A New Era Begins at Moschino
Italian fashion house Moschino has officially named Loris Messina and Simone Rizzo as its new creative directors, effective immediately. The announcement follows days of speculation after the design duo was seen at the brand’s headquarters in Milan. Their appointment signals the beginning of a new creative era for the label, one of Italy’s most distinctive fashion brands.
Messina and Rizzo succeed Adrian Appiolaza, who exited the company after two years in the role. The transition was confirmed just days after Appiolaza’s departure, allowing Moschino to quickly establish a new direction for its future collections.
The pair’s first collection for Moschino will be unveiled in September during Milan Fashion Week, one of the most anticipated events on the global fashion calendar. Industry observers are already eager to see how the designers will interpret the house’s iconic codes while bringing their own creative identity to the brand.
The Designers Behind Sunnei
Messina and Rizzo are best known as the founders of Sunnei, the contemporary fashion label they launched in 2014. Over the past decade, Sunnei built a reputation for its unconventional approach to fashion presentations, innovative design language, and ability to challenge industry norms.
The brand emerged as one of the most exciting voices in Italian fashion, attracting international attention for its playful and experimental spirit. While many contemporary brands focused on trends, Sunnei developed a recognizable identity rooted in bold silhouettes, retro sportswear influences, graphic stripes, denim, and vibrant prints.
Beyond the clothing itself, the designers became known for transforming fashion shows into interactive experiences. Their presentations often blurred the lines between audience and performer, encouraging participation and questioning traditional fashion industry practices.
One memorable example occurred during the presentation of the Spring 2024 collection in Milan. Audience members received score paddles and were invited to evaluate models as they appeared on the runway, turning a conventional fashion show into a commentary on judgment, criticism, and consumer engagement.
A Shared Spirit with Franco Moschino
The appointment appears particularly fitting given the similarities between Messina and Rizzo’s creative philosophy and the vision established by Moschino founder Franco Moschino.
Franco Moschino built his reputation by challenging the conventions of luxury fashion. Throughout the 1980s and 1990s, he became famous for injecting humor, irony, and social commentary into his collections. His designs often questioned the industry’s seriousness while maintaining exceptional craftsmanship and commercial appeal.
Messina and Rizzo have expressed deep admiration for this legacy. In a joint statement following their appointment, they highlighted Franco Moschino’s unique ability to challenge conventions while maintaining a consistent and recognizable creative voice.
They described Moschino as a cultural house driven by a strong and radical perspective, one that uses pop culture as a critical lens rather than simply as an aesthetic reference. This approach aligns closely with the work they developed at Sunnei, where collections frequently contained layers of commentary about fashion itself.
Their challenge now will be translating that shared spirit into a new era for Moschino while respecting the house’s established identity.
Industry Confidence in the New Leadership
The appointment has received strong backing from Moschino’s parent company, Aeffe SpA. Executive chairman Massimo Ferretti emphasized the importance of balancing tradition with innovation during periods of creative transition.
According to Ferretti, the designers possess the qualities necessary to guide the fashion house into its next phase. He cited their contemporary creative vision, cultural awareness, and ability to develop distinctive creative languages as key strengths.
His comments reflect broader industry expectations that the duo can successfully modernize Moschino while preserving the characteristics that have made the brand internationally recognizable for decades.
Creative director appointments have become increasingly significant in the luxury sector, where leadership changes can dramatically influence brand perception, commercial performance, and cultural relevance. For Moschino, selecting designers who understand both fashion history and contemporary culture appears to be a strategic move.
The Challenge Ahead
Taking over Moschino presents both opportunities and challenges for Messina and Rizzo. The brand occupies a unique position within luxury fashion, celebrated for its irreverent attitude and willingness to question industry conventions.
At the same time, luxury consumers increasingly expect brands to balance creativity with commercial viability. The designers will need to deliver collections that honor Moschino’s playful heritage while appealing to a new generation of global customers.
Their experience at Sunnei may prove particularly valuable. Over the years, they demonstrated an ability to create products that resonated with consumers while maintaining a distinctive creative identity. That balance could be crucial as they guide Moschino through an increasingly competitive luxury landscape.
The September debut collection will serve as the first major indication of how they intend to shape the brand’s future. Expectations are likely to be high, given both Moschino’s history and the designers’ reputation for innovation.
A Strategic Appointment During Corporate Change
The timing of the announcement is especially significant because it comes amid broader developments at Aeffe, the fashion group that owns Moschino alongside brands including Alberta Ferretti and Pollini.
The company is currently undergoing a corporate restructuring process and has reportedly received an offer from investment firm Oxy Capital that could support a broader turnaround strategy. As a result, the appointment of new creative leadership carries importance beyond fashion alone.
Strong creative direction is often viewed as a key factor in strengthening luxury brands during periods of business transformation. By bringing in two designers known for fresh thinking and cultural relevance, Aeffe appears to be signaling confidence in Moschino’s future growth potential.
The move may also reassure investors, industry partners, and consumers that the company remains committed to innovation despite ongoing corporate challenges.
Looking Toward Milan Fashion Week
All eyes will now turn to Milan Fashion Week in September, where Messina and Rizzo will present their first Moschino collection. The show is expected to provide the clearest indication yet of their vision for the house.
Fashion insiders will be watching closely to see how the duo incorporates Moschino’s signature humor, irony, and cultural commentary while introducing elements that reflect their own creative background. The collection will not only shape perceptions of their leadership but may also influence the broader conversation around contemporary Italian fashion.
For Moschino, the appointment represents an opportunity to reconnect with the rebellious spirit that made the brand famous while adapting it for a new generation. For Messina and Rizzo, it is the most significant opportunity of their careers to date.
As one chapter closes and another begins, the fashion industry waits to see how two of Italy’s most inventive designers will redefine one of its most iconic houses.
Written By: Lydia Kelly
Published: 23rd June 2026