London: Moschino’s Spring Summer 2025 campaign, led by Adrian Appiolaza, merges fashion with cinematic storytelling. Featuring models in surreal settings, it explores individuality through bold styles and nostalgic themes, reinforcing the brand’s playful spirit and creative expression in the realm of fashion.
Moschino has unveiled its Spring Summer 2025 campaign, showcasing an audacious approach that combines fashion with cinematic storytelling. This latest initiative, under the creative direction of Adrian Appiolaza, encapsulates the brand’s hallmark irreverence while simultaneously exploring the notion of individuality.
The campaign, photographed by Willy Vanderperre, features models Carol Monteiro, Diane Chiu, Selena Forrest, Elise Crombez, and Alex Consani, who take on the roles of protagonists within a surreal, theatrical scenario. Set against stark white backgrounds, the models engage with oversized graphic posters—ripping, twisting, and bending them—symbolising a defiant break from the norm. This lively interaction transforms the campaign into a performative dialogue, echoing Moschino’s longstanding tradition of wit and playful subversion in fashion.
Stylist Alastair McKimm enhances the narrative through a collection that intertwines elements of nostalgia with modern styles. Maritime themes are prevalent, manifested in pearl-adorned accessories and exaggerated textures that juxtapose classic refinement with the boldness typical of Moschino. This combination crafts a visual language that is at once sophisticated yet unapologetic.
The art direction by M/M (Paris) elevates the dreamlike essence of the campaign, cultivating an atmosphere where self-expression is paramount. Set designer Léonard Adrien Bougault has constructed a space that blurs the lines between fantasy and reality, reinforcing the notion that personal style is a form of theatre where identity takes centre stage. Complementary contributions from hair stylist Louis Gewhy, makeup artist Lynsey Alexander, and nail technician Dina Raolison enhance the overall theatrical presentation, ensuring that each element is meticulously crafted to contribute to the grand visual narrative.
This season, Moschino embraces its intrinsic boldness, successfully intertwining past influences with contemporary aesthetics. Through its cinematic approach, the campaign communicates a fundamental ethos: fashion transcends mere clothing to embody the stories we craft around them. In the world of Moschino, every individual is portrayed as an auteur, each outfit a narrative, and every experience an opportunity to challenge conventions.
Source: Noah Wire Services
