Franco Moschino (1950–1994) founded his Milan label in 1983 to make fun of fashion itself: trompe-l’oeil jackets, slogans stitched onto clothes, and a deep suspicion of the industry’s self-importance. Twenty years after his death, Jeremy Scott took over and turned that wit into pop-art spectacle. From his McDonald’s debut in 2014 to inflatable pool-toy gowns in 2023, almost every Scott show became a viral moment, worn on red carpets by Katy Perry, Madonna and Lizzo. Since 2023 the house has passed through three new creative leaderships in quick succession. This guide covers Moschino’s defining moments and links to every Moschino show we have reviewed.
Moschino at a glance
| Founded | 1983, Milan, by Franco Moschino |
| Founder | Franco Moschino, 1950–1994 |
| Designers since | Rossella Jardini (1994–2013), Jeremy Scott (2013–2023), Davide Renne (2023), Adrian Appiolaza (2024–2026), Loris Messina and Simone Rizzo of Sunnei (2026–present) |
| Owner | Aeffe |
| Shows | Milan |
| Signatures | Pop-culture parody, trompe-l’oeil, slogans, heart and question-mark motifs, logo belts, red-carpet camp |
Timeline: the house of Moschino
| Year | What happened |
|---|---|
| 1983 | Franco Moschino launches his label in Milan |
| 1988 | Launches the diffusion line Cheap and Chic |
| 1994 | Franco Moschino dies; his long-time collaborator Rossella Jardini takes over |
| 2013 | Jeremy Scott is named creative director |
| 2014 | Scott’s debut, Fall 2014, with McDonald’s and SpongeBob references |
| 2018 | Moschino x H&M collaboration |
| 2023 | Scott leaves after ten years; Davide Renne is appointed and dies suddenly weeks later |
| 2024 | Adrian Appiolaza, formerly of Loewe, debuts with Fall 2024 |
| 2026 | Appiolaza leaves in June; Sunnei founders Loris Messina and Simone Rizzo take over |
Every Moschino collection we have reviewed
Jeremy Scott, 2013–2023
| Season | Our take | Ayerhs review |
|---|---|---|
| Fall 2014 | Junk Couture (the McDonald’s debut) | Read |
| Spring 2015 | Hiya Barbie | Read |
| Spring 2016 | Traffic Couture (the car wash) | Read |
| Resort 2017 | Beyond the Surface | Read |
| Spring 2017 | Valley of the Dolls (paper dolls) | Read |
| Spring 2018 | Flowery Spectacles | Read |
| Fall 2018 | Conspiracy Chic | Read |
| Spring 2019 | Pulled Something Together | Read |
| Fall 2019 | Moschino’s Price Is Right | Read |
| Spring 2020 | From Canvas to Catwalk (Picasso) | Read |
| Fall 2020 | Romantic, Rock & Rococo (Marie Antoinette) | Read |
| Spring 2022 | Ladies Who Lunch | Read |
| Fall 2022 | Gilt Without Guilt | Read |
| Spring 2023 | Inflatable Couture | Read |
| Fall 2023 | Rebellion Meets Aristocracy (his last) | Read |
Adrian Appiolaza, 2024–2026
| Season | Our take | Ayerhs review |
|---|---|---|
| Spring 2025 | Show report | Read |
| Fall 2025 | Luxury Is Relative | Read |
| Spring 2026 | Wit in the everyday | Read |
| Fall 2026 | Moschino has fun again (his last) | Read |
The 5 shows that defined Jeremy Scott’s Moschino
1. Fall 2014: fast food
- What happened: McDonald’s-style golden arches turned into a Moschino M, fries-box phone cases, SpongeBob knits and cereal-box prints.
- Why it mattered: It sold out instantly and announced a new, social-media-ready Moschino. Read our review.
2. Spring 2015: Barbie
- What happened: Head-to-toe pink, roller-skating outfits and life-size Barbie glamour.
- Why it mattered: Barbiecore, almost a decade before the film. Read our review.
3. Spring 2016: the car wash
- What happened: Traffic-sign dresses, hazard-tape and a finale gown made like a car wash’s spinning brushes.
- Why it mattered: Pure Scott: an everyday object turned into couture-level craft. Read our review.
4. Spring 2017: paper dolls
- What happened: Flat, trompe-l’oeil dresses printed to look like cut-out paper-doll clothes, complete with fold tabs.
- Why it mattered: A clever nod to Franco Moschino’s love of visual jokes. Read our review.
5. Spring 2023: inflatables
- What happened: Gowns and coats made to look like blow-up pool floats.
- Why it mattered: His penultimate show, and a joke about “inflation” that went viral. Read our review.
How to spot a Moschino: signature codes
| Signature | What to look for |
|---|---|
| Trompe-l’oeil | Prints of buttons, belts, jewellery or whole outfits |
| Slogans | Jokes about fashion and money written on the clothes |
| Pop culture | Cartoons, brands, game shows and toys as inspiration |
| Hearts and question marks | Franco Moschino’s recurring motifs |
| Chain and logo belts | Gold chains and big “MOSCHINO” lettering |
| Red carpet camp | Over-the-top looks made for celebrities and the Met Gala |
Keep reading on Ayerhs
- The Evolution of Milan Fashion Week
- Versace collections – Milan’s other house of excess
- The Style Ripple Effect of a Viral Outfit
Moschino collections: FAQ
How long was Jeremy Scott at Moschino?
Ten years, from 2013 to March 2023. His first show was Fall 2014 and his last was Fall 2023.
Who designs Moschino now?
Loris Messina and Simone Rizzo, founders of Sunnei, appointed co-creative directors in June 2026 after Adrian Appiolaza left.
What was Jeremy Scott’s first Moschino collection?
Fall 2014, inspired by McDonald’s, SpongeBob and supermarket packaging.
Who founded Moschino?
Italian designer Franco Moschino, in Milan in 1983. He died in 1994.
Sources: Aeffe; Reuters; Harper’s Bazaar India; Dazed; Associated Press; Ayerhs archive reviews.
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