Moschino Fall 2024 'Collezione 0' Ad Campaign

Review of Moschino Fall 2024 ‘Collezione 0’ Ad Campaign by Art Directors M/M Paris and Photographer Willy Vanderperre with models Julia Nobis, Lina Zhang, Laura Rylands, Farah Nieuwburg, and Rabina R

Moschino sees Milan in a playful new light with its first campaign under new creative director Adrian Appiolaza. The campaign features art direction from M/M Paris and was photographed by the iconic Willy Vanderperre.

Full of humor and color, the campaign follows its cast of five stylish women across simple moments of their everyday life in Milan. Whether it’s picking up groceries, checking out new arrivals at the record store, or simply taking in the views of the Duomo, each of them brings a vivacious lust for life – in keeping with Moschino’s signature poptimism – that fills these familiar scenes with a new vibrancy. Feeling both effortless and elegantly composed, Vanderperre’s shots echo this energy of elevating the everyday.

In another fun twist, Appiolaza himself makes a cameo in the background of several of the images as a fellow grocery shopper, vintage vinyl enthusiast, or laundromat patron. The creative director is well known for his extensive and eclectic personal collection of archival fashion, a passion that he draws on in his design work. It’s a fun touch to put this subtle personal mark on the campaign, and it feels like another confirmation that this new era for the brand will ground its history of far-flung high fashion in a spirit of genuine playfulness and reality.

Vibrant yet grounded, stylishly elevated yet palpably real, the campaign is an exciting introduction to a promising new direction for Moschino.