Moschino
Aeffe · Italy
Moschino is an Italian luxury fashion house founded in Milan in 1983 by Franco Moschino and known for witty, irreverent designs. It has been wholly owned by the listed Italian group Aeffe since 2021. In June 2026 Loris Messina and Simone Rizzo, the founders of Sunnei, were named its creative directors.
| Founded | 1983, Milan |
|---|---|
| Founder | Franco Moschino |
| Owner | Aeffe (100% since 2021) |
| Headquarters | Milan, Italy |
| Creative directors | Loris Messina and Simone Rizzo (since 2026) |
| Lines | Moschino, Love Moschino, Boutique Moschino |
| Website | moschino.com |
What is Moschino?
Moschino is a Milan-based luxury house known for humour, pop-culture references and playful branding. It designs ready-to-wear, bags, footwear and accessories and is part of Aeffe, the Italian fashion group that also owns Alberta Ferretti and Pollini.
History
Franco Moschino founded the label in 1983. After his death in 1994, his long-time collaborator Rossella Jardini led the creative direction. The brand joined Aeffe in 1999, and Aeffe took full control in 2021 by buying the remaining 30% stake for €66.6 million.
From 2013 to 2023 Jeremy Scott turned Moschino into one of the most visible brands on social media, with collaborations including an H&M collection in 2018 and a collection with EA Games' The Sims 4 in 2019. His successor Davide Renne died weeks after his appointment in late 2023. Adrian Appiolaza was appointed in January 2024 and left in June 2026. Aeffe then named Loris Messina and Simone Rizzo, the founders of Sunnei, as creative directors with immediate effect, with a debut planned for Milan Fashion Week in September 2026.
Products and positioning
The house operates in the luxury segment and is structured around several lines:
- Moschino, the main ready-to-wear and accessories collection
- Love Moschino, the former Moschino Jeans line, renamed in 2008
- Boutique Moschino, a lower-priced womenswear line launched in 2014
In 2024 Aeffe sold the Moschino cosmetics and fragrance business to Euroitalia for €98 million.
Business model and distribution
Moschino sells worldwide through more than 150 boutiques and wholesale partners, alongside its own e-commerce. As part of Aeffe, it draws on the group's production and distribution structure in Italy.
Why it matters
Moschino is a case study in how a strong brand identity built on irony can be reinterpreted by successive designers. The appointment of a design duo from a younger independent label in 2026 is a notable test for Aeffe, whose largest brand it is.
Frequently asked questions
Who owns Moschino?
Moschino is owned by Aeffe, the Milan-listed Italian fashion group. Aeffe has held the brand since 1999 and took 100% control in 2021 by buying the remaining 30% stake.
Who is the creative director of Moschino?
In June 2026 Moschino named Loris Messina and Simone Rizzo, the founders of Sunnei, as creative directors. They succeeded Adrian Appiolaza, who had held the role since January 2024.