Moschino

Moschino was founded in Milan in 1983 by Franco Moschino, whose clothing treated fashion as something to enjoy and question at the same time. Familiar wardrobe forms became the setting for visual jokes, unexpected objects, and messages that challenged the industry’s seriousness. The humor worked because the clothes remained recognizable enough for the interruption to register.

In menswear, that approach brought a playful disruption to tailoring and sportswear. A printed slogan or an exaggerated detail could change the meaning of an otherwise conventional piece. Pop imagery gave the collections an immediate visual language, while the tension between luxury and everyday objects made the brand’s identity easy to recognize.

Following the founder’s death in 1994, Rossella Jardini continued the house’s creative work until 2013. Jeremy Scott then brought his own appetite for consumer culture and theatrical imagery to Moschino, remaining creative director until 2023. Adrian Appiolaza led the house from 2024 to 2026, drawing renewed attention to its archive and the founder’s wit.

Loris Messina and Simone Rizzo were appointed creative directors in June 2026. Their arrival added another interpretation to a history defined by personality and provocation. Across changes in leadership, Moschino’s enduring proposition is that a garment can make a point as well as an outfit, using humor to unsettle the rules of luxury dress.