Moschino launches Adrien Abidal’s first collection and campaign | kbnmart

Moschino is starting a new chapter. The flagship brand of the Italian fashion group Aeffe has released the first official images of its new style, planned by Adrian Abuelaza, who was appointed creative director of Moschino at the beginning of the year. The Argentine designer launches his first advertising campaign for Moschino on July 17, and the first collection he has designed for the brand will be available in stores on the same day. Abuelaza’s “0” collection for fall/winter 2024-2025 was first shown in Milan in February.

It is a significant new beginning for both Abuelaza and Moschino, emerging from a long transition period marked by several noteworthy moments. The first was the departure of Jeremy Scott in March 2023, after 10 years as creative director. Scott’s successor, David Rein, was appointed in October 2023, but sadly passed away on November 10, 2023, just days after taking over design at Moschino.

New creative director Abuelaza joined Moschino in January, and had just six weeks to design his first collection, but he managed to steer the brand in a new aesthetic direction while maintaining its identity. Abuelaza’s debut collection featured plenty of references to Moschino’s signature elements, such as optical illusions, denim, pearls, polka dots, and clouds.

There were also quirky and amusing details, along with different looks. Not to mention accessories, such as bread-shaped bags that reference French bread and Milanese bread. MishitaDrawing inspiration from the brand’s archives, Abiolaza has managed to recapture the spirit of founder Franco Moschino, creating ultra-modern looks in new volumes. Each product seems to tell its own story, far from the clichéd logos.

“I am very happy with the work that Adrian is doing to give Moschino a new aesthetic and product identity, with the utmost respect for the authentic and original spirit of the brand. When we presented the “0” collection in February, and then at the joint show we held in June, we realized that there was a lot of enthusiasm among international buyers, who were very interested in the new direction the brand was taking,” Aeffe CEO Massimo Ferretti told FashionNetwork.com.

The collection will be distributed across Moschino’s 51 single-brand stores worldwide, as well as nearly 300 multi-brand stores. “We have high expectations for the brand’s growth potential, and we are already starting to see the first fruits of our new direction,” Ferretti said.

To underscore this milestone, Moschino is planning to open two pop-up stores in September. One, in Galeries Lafayette in Paris, will showcase a selection of looks from the Fall/Winter 2024-25 collection. The other, inside Lotte’s flagship store in Seoul, South Korea, will be dedicated to the Tie Me Bag, a new product that Moschino is keen to highlight.

This classic-shaped bag features a long, removable strap that can be wrapped around the bag multiple times. Available in nappa and suede, the Tie Me Bag comes in three sizes in black, tan and beige, as well as a denim version, which is featured in the new campaign images. The small version is priced at €950, while the medium is priced at €1,495.

Appiolaza’s first Moschino campaign features images and videos shot by Belgian photographer Willy Vanderperre and creative director Alastair McKimm, the former editor-in-chief of the iconic British magazine i-D. “When I lived in London, I loved the i-D culture. At school, I couldn’t help but admire what was happening in the fashion world in Antwerp. Creating my first campaign with Willy and Alastair allowed me to reconcile these two passions,” Appiolaza told FashionNetwork.com.

The campaign will launch in print in September, and online and on Wednesday, July 17, on Moschino’s social media channels. In particular, on the brand’s Instagram account, whose previous content was completely deleted the day before (July 16). The campaign depicts five Moschino women in Milan in different contexts. In full shopping mode at a grocery store, in a record store, in the rain, and on a walk next to some of the city’s famous landmarks, such as the Duomo and the Velasca Tower. These women, cheerful and full of life, look as if they were captured by Vanderperre’s lens in the midst of their daily lives. They wear five key looks from the “0” collection, such as a maxi dress with a wide sky blue ruffle dotted with clouds, a yellow mohair jacket with giant smiley motifs, and the fabulous trench coat that opened the show.

The collection’s availability in stores, which was enhanced by the campaign, coincided with a special training session for store assistants. Moschino buyers were sent to several of the brand’s stores to introduce the new aesthetic, as well as the collection’s new looks and cuts, and how to combine elements together.

Store assistants were also able to use the mobile micro-learning app that Moschino launched some time ago, in partnership with Yoobic, an American company specializing in digital retail solutions. The app allows users to learn about new collections, their different themes and inspirations, color palettes, etc. through images, short videos and questionnaires to test learning levels.