Questions about the Milan house Franco Moschino founded in 1983, from Jeremy Scott’s McDonald’s and Barbie shows to the Sunnei duo now in charge, answered from Ayerhs’s Moschino reviews.
By Shreya S · Last reviewed 31 October 2026
On this page: The house and its founder · The designers · The collections · The Ayerhs view
The house and its founder
Who founded Moschino?
Franco Moschino, an Italian designer and illustrator who had worked for Gianni Versace, launched his label in Milan in 1983. He used fashion to satirise fashion: jackets embroidered with “Waist of money”, bags reading “Fashion victim”, teddy-bear coats and Chanel-style suits trimmed with kitchen utensils. He died in 1994, aged 44.
What is Moschino known for?
Humour. Moschino is the house that treats fashion as a joke worth taking seriously: pop-culture references, logos, trompe-l’oeil and absurd props, all questioning luxury and consumerism while selling it. That spirit has guided every designer since the founder.
Read on Ayerhs: Moschino Fall 2025: Luxury is relative
The designers
Who has designed Moschino?
| Designer | Years | Defining idea |
|---|---|---|
| Franco Moschino | 1983–1994 | Satire of fashion itself |
| Rossella Jardini | 1994–2013 | Keeping the founder’s wit alive |
| Jeremy Scott | 2013–2023 | Pop-culture spectacle |
| Adrian Appiolaza | 2024–2026 | Wit in the everyday |
| Loris Messina and Simone Rizzo | 2026– | From June 2026 |
Davide Renne was appointed in late 2023 but died suddenly ten days into the job, before showing a collection.
What did Jeremy Scott do at Moschino?
Scott turned Moschino into the most meme-able show in Milan. His debut, Fall 2014, put McDonald’s-style logos and junk-food packaging on the runway; Spring 2015 was a life-size Barbie; later shows dressed models as traffic signs, game-show prizes and inflatable cartoons. The clothes sold, and the shows went viral before the term was common.
Read on Ayerhs: Ranking my Top 10 Moschino by Jeremy Scott collections
Who designs Moschino now?
Loris Messina and Simone Rizzo, the Milan duo who founded the label Sunnei, were named creative directors in June 2026, replacing Adrian Appiolaza. They showed their first collection at Milan Fashion Week in September 2026. Appiolaza, formerly at Loewe, had led Moschino from 2024; Ayerhs found his work witty and playful, and his Fall 2026 show was the moment Moschino had fun again.
Read on Ayerhs: Moschino Spring 2026 · Moschino Fall 2026
The collections
What are the most famous Moschino shows?
| Season | The idea | Review |
|---|---|---|
| Fall 2014 | Fast food and junk couture | Junk Couture |
| Spring 2015 | Barbie, head to toe in pink | Hiya Barbie |
| Spring 2016 | Road signs and traffic cones | Traffic Couture |
| Spring 2017 | Paper dolls | Valley of the Dolls |
| Fall 2019 | A TV game show | Moschino’s Price Is Right |
| Spring 2023 | Inflatable cartoon couture | Inflatable Couture |
Who owns Moschino?
Aeffe, the Italian fashion group founded by Alberta Ferretti’s family, which also owns the Alberta Ferretti label.
The Ayerhs view
Is Moschino still funny?
It has to be, or it isn’t Moschino. Scott’s spectacle defined a decade, and Appiolaza found a quieter, everyday wit. Messina and Rizzo, whose Sunnei has always played with irony, look like a natural fit; their first seasons will show whether they can make the joke feel new again.