For the Moschino Spring 2025 ad campaign, creative director Adrian Appiolaza delivers a masterclass in high-fashion narrative, stripping away the excess to focus on pure, graphic tension. Photographed by Willy Vanderperre, the campaign leans into a stark, conceptual minimalism that frames the clothing as a dialogue between artifice and wearable sculpture. By utilizing a high-key lighting environment, the project turns the studio into a blank canvas where the models—including Alex Consani and Selena Forrest—interact with oversized, surreal paper props featuring bold, playful typography. These graphic sheets, art-directed by the legendary M/M Paris, do not merely act as backdrops but serve as active participants in the frame, creating a layered, editorial aesthetic that pushes the boundaries of traditional luxury marketing. Stylist Alastair McKimm masterfully balances the collection's avant-garde leanings with clean, sharp silhouettes, while makeup artist Lynsey Alexander and hair stylist Louis Gewhy lean into distinct, stylized textures that mirror the campaign's eccentric, intellectual energy. From the whimsical TUBINO OR NOT TUBINO slogans to the clever integration of surreal motifs, the work reads as a sophisticated exploration of brand identity. Utilizing studio strobe techniques to sharpen every detail, the imagery maintains a polished, commercial precision that cements Moschino's position at the intersection of high fashion and conceptual art.
