Can Sunnei's founders revive Moschino?

What happened Moschino has named Sunnei founders Loris Messina and Simone Rizzo as its new co-creative directors, effective immediately. Their first collection for the Italian house will be shown during Milan Fashion Week in September 2026. The appointment follows the departure of Adrian Appiolaza two days earlier, ending a tenure of two and a half years spent trying to reconnect Moschino with the irreverent spirit of founder Franco Moschino. Before that, the brand endured a period of instability following the sudden death of creative director Davide Renne in November 2023, only days after his appointment. Messina and Rizzo arrive with strong credentials in contemporary fashion. They founded Sunnei in 2015 and built a reputation for blending conceptual design, irony, and cultural commentary. Their final Sunnei presentation, in September 2025, took the form of a mock live auction staged with Christie’s, rather than a traditional runway show. At the moment, Moschino’s previous posts on Weibo have been emptied, with only the new creative direction appointment. Their arrival coincides with a precarious moment for parent company Aeffe, which owns Moschino, Alberta Ferretti and Pollini. The group has entered pre-insolvency proceedings as it works to restructure its debt and stave off bankruptcy. Reported net losses could exceed 28.5 million euros ($32 million) for H1 2025. In May, the company sought court approval for an emergency 20 million euros ($23 million) loan from Illimity Bank to cover short-term liquidity needs. Jing Take Creative director changes are rarely just creative decisions. In Moschino’s case, the appointments arrive as parent company Aeffe navigates one of the most challenging periods in its history. Stabilizing those finances while preserving the value of its brands is Aeffe’s immediate priority, and Moschino remains one of its most internationally recognizable assets. The brand’s direction therefore carries weight well beyond the runway. That choice signals how Aeffe sees Moschino’s next chapter. Announcing the appointment, executive chairman Massimo Ferretti said the evolution of a fashion house depends on balancing “identity and innovation,” and credited Messina and Rizzo with “a contemporary creative vision, deep cultural sensitivity and the ability to build relevant creative languages.” He said he was confident the pair could strengthen the house and support its growth. A Return to Moschino's Original Voice The designers themselves framed their appointment as a continuation rather than a break from the past. “We have always been struck by Franco Moschino’s ability to challenge conventions through creativity while maintaining a clear and coherent voice. It is a rare quality,” they said in a statement. That perspective helps explain why the pairing makes sense. During roughly a decade at Sunnei, Messina and Rizzo built a reputation for questioning industry norms and experimenting with fashion’s traditional formats. Their final presentation for the brand transformed a runway show into a Christie's auction, reflecting an approach that often blurred the boundaries between fashion, performance, and commentary. Messina and Rizzo also pointed to what they see as Moschino’s enduring relevance, describing it as “a cultural house driven by a strong, recognizable and radical point of view, using pop culture as a critical tool rather than merely an aesthetic language.” Those comments echo the philosophy that made Franco Moschino one of Italian fashion's most distinctive voices. Since its founding in 1983, the house has used irony, satire, and provocation to critique fashion from within. Whether that vision can translate into a new chapter for Moschino remains to be seen. What is clear is that the brand’s next collection will arrive under unusually close scrutiny. At a time when Aeffe is fighting to stabilize its business and Moschino is seeking creative continuity, the September 2026 debut will be watched for more than just the clothes. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Can Sunnei's founders revive Moschino?

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Can Sunnei's founders revive Moschino?

How Bottega Veneta weaved China’s forever it bag