ORDINARY JOY: Adrian Appiolaza’s first advertising campaign for Moschino is an ode to the brand’s hometown and to everyday life.
Shot by Willy Vanderperre and styled by Alastair McKimm, the “Collezione 0” campaign tells the story of five women, Julia Nobis, Lina Zhang, Laura R., Farah and Rabina enjoying the city during their everyday lives.
The models who wear his looks from the Moschino fall 2024 collection are portrayed buying groceries from the local fruit stand, at the record store, or in front of some of the iconic symbols of Milan such as the Duomo and the ‘50s post-rationalist and brutalist Torre Velasca.
Adrian Appiolaza’s first Moschino campaign.
Courtesy of Moschino
In some pictures, Appiolaza makes cameos in the background following the tradition of the brand’s founder Franco Moschino appearing in his own campaigns.
Hair and makeup was credited to Anthony Turner and Lynsey Alexander, respectively, and the creative direction of the campaign was entrusted to the graphic design duo M/M (Paris).
The joyful mood is expressed also in the campaign’s video, where the models were lensed laughing and smiling over the “Il Tuoi Baci” song by the self-taught Parisian composer Cyril Giroux featuring the musician Meike Clarelli. The song was also the soundtrack of the spinoff of the Netflix Spanish series “Vis a Vis.”
Adrian Appiolaza’s first Moschino campaign.
Courtesy of Moschino
Moschino’s creative director debuted his fall 2024 collection earlier this year during Milan Fashion Week after being named in January, following the sudden death last November of Davide Renne, who had succeeded Jeremy Scott’s decade-long tenure. In June, Appiolaza unveiled his first menswear collection for the brand at the same time as the women’s resort line.