Moschino and Adrian Appiolaza present their SS25 Campaign: a bold exploration of individuality

Moschino unveils its SS25 campaign, merging boldness, cinema, and fashion into a visual narrative that celebrates individuality and rebellion.

Moschino has launched its spring-summer 2025 campaign, a proposal that combines the brand’s trademark irreverence with a unique cinematic vision. Under the creative direction of Adrian Appiolaza, the campaign takes on a theatrical and surreal approach, where fashion becomes a form of visual storytelling. Photographed by Willy Vanderperre, the images feature models such as Carol Monteiro, Diane Chiu, and Selena Forrest, interacting with oversized graphic signs that reflect an act of rebellion against convention.

The styling, overseen by Alastair McKimm, blends nostalgic elements with modern influences, highlighting nautical style and accessories adorned with pearls. The fusion of exaggerated textures and Moschino’s characteristic slogans gives the collection a sophisticated yet bold feel.

The artistic direction of M/M (Paris) and the set design by Léonard Adrien Bougault strengthen the dreamlike and fantastical atmosphere of the campaign, creating a world where self-expression and individuality take centre stage. The campaign delivers a clear message: at Moschino, fashion is much more than clothing; it is an ever-evolving narrative, an opportunity to challenge expectations.