Moschino Spring Summer 2025 campaign brings an audacious, cinematic vision to the forefront, embodying the brand’s signature irreverence with a bold exploration of individuality. Under the creative direction of Adrian Appiolaza, the campaign unfolds as a visual spectacle where fashion meets storytelling, channeling the heightened drama of Italian cinema.
Photographed by Willy Vanderperre, the imagery casts models Carol Monteiro, Diane Chiu, Selena Forrest, Elise Crombez, and Alex Consani as protagonists in a surreal theatrical act. Framed against stark white backdrops, they grapple with oversized graphic posters, ripping, twisting, and bending them, mirroring a rebellious departure from convention. This dynamic interaction transforms the campaign into a performance, reinforcing Moschino’s legacy of wit and playful subversion.
Stylist Alastair McKimm amplifies the narrative with a wardrobe that layers nostalgia and modernity. Nautical influences thread through the collection, juxtaposed with pearl-strewn accessories, exaggerated textures, and Moschino’s signature slogans. The elements of maritime elegance collide with the brand’s characteristic boldness, crafting a visual language that is both refined and unapologetic.
Art direction by M/M (Paris) further enhances the dreamlike quality of the campaign, presenting a world where self-expression reigns. Set designer Léonard Adrien Bougault constructs an environment that oscillates between fantasy and reality, reinforcing the idea that style is a stage where identity takes center focus. The finishing touches, hair by Louis Gewhy, makeup by Lynsey Alexander, and nails by Dina Raolison, add to the theatricality, ensuring every detail contributes to the larger spectacle.
This season, Moschino embraces its fearless DNA, blending past and present in a way that feels both nostalgic and forward-thinking. Through cinematic storytelling, the campaign underscores a core belief: fashion is not just about garments but about the narratives we create with them. It’s a reminder that in Moschino’s universe, every individual is an auteur, every outfit a script, and every moment a chance to defy expectations.
