Italian luxury fashion house Moschino has named Loris Messina and Simone Rizzo, the founders of Milan-based fashion label Sunnei, as its new creative directors with immediate effect. The appointment marks a new chapter for the brand following the departure of former creative director Adrian Appiolaza, as parent company Aeffe Group seeks to strengthen Moschino’s identity and position in the global luxury market, as reported by Reuters and Vogue.
Messina and Rizzo built Sunnei into one of Italy’s most distinctive contemporary fashion brands, earning recognition for their playful creativity, unconventional runway concepts, and innovative approach to luxury fashion. In announcing the appointment, Aeffe Executive Chairman Massimo Ferretti said the duo possess a contemporary creative vision, deep cultural sensitivity, and the ability to develop distinctive creative languages capable of supporting Moschino’s future growth.
The designers have expressed admiration for Moschino founder Franco Moschino, whose blend of satire, creativity, and cultural commentary helped establish the brand as one of fashion’s most recognizable names. They said taking on the creative leadership of the house presents an opportunity to preserve that legacy while projecting it into a new era. Their first collection for Moschino is expected to debut during Milan Fashion Week in September 2026.
For the fashion industry, the appointment is one of the most closely watched creative leadership changes of the year. Analysts say the duo’s experience in building a culturally relevant and digitally savvy fashion brand could help reinvigorate Moschino as luxury houses increasingly compete for younger consumers and global attention. As the brand enters its next phase, expectations will be high for Messina and Rizzo to blend Moschino’s signature irreverence with a fresh contemporary vision capable of driving long-term growth.
