Moschino‘s Fall/Winter 2024 campaign, the first under new Creative director Adrian Appiolaza, sees Milan in a playful new light. Photographed by the iconic Willy Vanderperre and styled by Alistair McKimm, the “Collezione 0” campaign reflects an uplifting Italian lifestyle through everyday activities, capturing the brand’s signature poptimism.
The campaign features a cast of five stylish women, including Julia Nobis, Lina Zhang, Laura Rylands, Farah Nieuwburg and Rabina R, as they navigate simple moments of their daily lives in Milan. From picking up groceries to browsing new arrivals at the record store, each scene is filled with a vibrant joie de vivre that brings a fresh vibrancy to these familiar settings.
Vanderperre’s shots feel both effortless and elegantly composed, reflecting the energy of elevating the everyday. In the supermarket, oversized trench coats are accessorized with pearls and snakeskin gloves, while shoppers search for new looks in patterned silk uniforms with matching scarf embellishments. Jumbo-sized “LOVE” t-shirts, paired with ruffled skirts and fishnet bags in the colors of the Italian flag, complete the campaign on a rooftop overlooking Milan with a smiley face sweater.
In a delightful twist, Appiolaza himself makes cameo appearances in several images, appearing as a fellow grocery shopper, a vintage vinyl enthusiast, and a laundromat patron.
Hair: Anthony Turner
Make-up: Lynsey Alexander
Manicure: Roberta Rodi
Artistic direction: M/M Paris
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©Photo: Moschino