Moschino announced today that Loris Messina and Simone Rizzo, the founders of Milan-based label Sunnei, are the brand’s new co-creative directors. This news comes just days after Adrian Appiolaza’s departure was announced on Friday, following two and a half years leading Moschino.

“In the evolution of a fashion house, balancing identity with innovation is essential. Loris Messina and Simone Rizzo have the qualities needed to take on this challenge: a modern creative vision, a deep cultural awareness, and the ability to craft relevant and distinctive creative languages. We’re confident their work will strengthen Moschino and support its growth in the years ahead,” said Massimo Ferretti, executive chairman of Aeffe S.p.A.

As big fans of satire, Messina and Rizzo are well-suited to carry on Moschino’s long tradition of ironic, surreal design. Their final Sunnei show in September 2025 wasn’t a typical runway event—it was a mock auction where the audience bid in ‘fashion dollars.’ They announced their departure just hours later.

Sunnei started in 2014 as a direct-to-consumer men’s brand and expanded into womenswear in 2018. After steadily growing the label, the duo sold a majority stake to the Vanguards Group in 2020 for €6 million. This sometimes meant playing it safer, Rizzo told Vogue Business in February 2025, as the company prepared to open a retail space at its Milan headquarters.

Read More: Adrian Appiolaza to Exit Moschino by Madeleine Schulz

Never ones to shy away from cult fashion stunts—like the SS24 show where they gave the audience paddles to rate each look out of 10—the designers have the skills to back up their showmanship. They’re also business-savvy: both came from non-traditional design backgrounds, working their way up through the corporate side of fashion. Messina handled visual merchandising at Gucci, while Rizzo worked as a digital manager and buyer.

“We’ve always admired Franco Moschino’s ability to challenge conventions through creativity while keeping a clear and consistent voice. That’s a rare quality. Moschino has always been a cultural house with a strong, recognizable, and radical point of view, using pop culture as a critical tool, not just an aesthetic. Taking on the creative direction of the House means embracing that legacy and bringing it into the present, reinforcing its relevance and its power to shape today’s cultural imagination,” said Messina and Rizzo.

However, how well they can honor the house’s legacy will depend on Moschino’s position under the struggling Aeffe Group. This creative director change comes less than two weeks after Aeffe Group—which also owns brands like Alberta Ferretti and Pollini—named Riccardo Bagolin as general manager on June 3. In May, Moschino told its shareholders that the brand was insolvent, following over 200 layoffs across the group at the end of 2025. Bagolin has been tasked with turning the Aeffe group around, alongside chief restructuring officer Stefano Falliti.

The designers’ first collection for the House will be unveiled in September 2026 during Milan Fashion Week.

Frequently Asked Questions
Here is a list of FAQs about Moschino appointing the Sunnei designers as its new cocreative directors

General Questions

Q Who are the new creative directors of Moschino
A They are Simone Rizzo and Loris Messina the founders of the fashion brand Sunnei

Q When did they start working at Moschino
A They officially started in their new roles in September 2024

Q What is Sunnei
A Sunnei is a modern playful Italian fashion brand known for its minimalist designs bold colors and quirky inclusive shows

Why This Change Happened

Q Why did Moschino hire two designers instead of one
A The brand decided to use a cocreative model bringing in a duo to share the creative vision This is a fresh approach that many fashion houses are trying

Q Who was the previous creative director
A The previous creative director was Davide Renne who sadly passed away shortly after starting the role in late 2023

Q Is this a permanent appointment
A Yes this is a longterm appointment not a temporary or guest designer role

What This Means for the Brand

Q Will Moschinos style change completely
A Probably yes but in a subtle way The Sunnei designers are known for a cleaner more architectural look but they also love humor and ironytwo key elements of Moschinos DNA Expect a blend of their modern style with Moschinos playful spirit

Q Will the clothes become more expensive or less expensive
A Its too early to say for sure but Sunnei is known for accessible luxury The new team might focus on making Moschino more wearable and less costumelike potentially appealing to a broader customer

Q Will Moschino still have those funny overthetop runway shows
A Most likely yes Both Moschino and Sunnei value entertainment and surprise The new directors first show was described as energetic and witty so the fun factor is staying

Practical Industry Questions

Q What is the first collection they designed