Moschino

Jul 2024

Moschino brings a burst of eclectic vitality to the luxury fashion landscape with the Fall 2024 Collezione 0 campaign, a project that skillfully maneuvers between high-concept editorial polish and the candid spontaneity of street-level discovery. Set against the storied, architectural backdrop of Milan, Italy, the campaign leans into a visual narrative defined by irony and accessibility. Captured through the lens of photographer Willy Vanderperre, the series utilizes natural light to ground its whimsical elements, ranging from vibrant smiley-face motifs to surrealist accessories like paper hats and oversized fruit-laden mesh bags. Under the creative direction of Adrian Appiolaza and the artistic vision of M/M Paris, the imagery reads as a love letter to the brand's heritage of playfulness, juxtaposing high-fashion silhouettes with the raw, textural grit of produce markets and bustling record stores. Stylist Alistair McKimm drives the fashion-forward aesthetic, layering voluminous ruffled skirts and crisp trench coats to create a sense of tactile depth. With hair by Anthony Turner and makeup by Lynsey Alexander, the editorial ensemble—featuring Julia Nobis, Lina Zhang, Laura Rylands, Farah Nieuwburg, and Rabina R—embodies a carefree spirit that feels both timely and timeless. This lifestyle-oriented approach turns everyday Milanese encounters into a sophisticated commercial spectacle, proving that even in the most curated luxury settings, there is always room for a little chaos, color, and undeniable humor.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion