Moschino introduces its Fall/Winter 2025 campaign under the creative direction of Adrian Appiolaza. Being a chaotic love letter to imperfection, it’s shot by the legendary Tim Walker and styled by Alastair McKimm. The campaign opens with models Rejoice Chuol and Evie Saunders in a scene that feels more like a DIY dreamscape than a traditional fashion spread. Built around a layered collage aesthetic, the images, under the creative direction of Lina Kutsovskaya (Be Good Studios) highlight a hands-on approach where fashion, image-making, and process intersect in experimental ways.
The campaign visuals are reworked manually, featuring visible interventions, from cut-outs and pencil marks to scribbles, that reflect the collection’s deconstructed nature. Objects like scissors, pens, and pencils appear throughout, not just as props, but as part of the image-making process. Set design by Jess Griffin plays with distorted scale and constructed space, while Eugene Souleiman’s hair and Sam Bryant’s makeup add to the textural feel. Nails by Trish Lomax complete the look, with casting by Julia Lange helping define the mood of the series.
As with the garments themselves, composed of reassembled fragments, the images are built through repetition, layering, and transformation. Some shots are rephotographed or altered, creating a visual language that resists a single narrative. Instead, the campaign suggests a space in motion, where ideas are provisional and forms are in flux. Across its eight images that will be slowly released, the first one being revealed today, the Fall/Winter 2025 campaign presents fashion not only as a finished product but as a process open to revision, experimentation, and play.