When Sunnei made its mark on the fashion scene—first in Milan and then internationally—more than ten years ago, it immediately established a distinctive, unique, and in some ways inimitable aesthetic. The brand, founded by Loris Messina and Simone Rizzo, has inspired an entire generation of designers, thanks to a minimalist yet ironic, sophisticated yet creative approach to communication, featuring recognizable campaigns and shows where irreverence and vision, freshness and simplicity coexisted in a language that was, in some ways, brilliant— clean yet striking imagery, and a contemporary wardrobe blending everyday wear, experimental proportions, color blocking, and utility-wear influences that were never boring. For years, their performance-style shows were among the most anticipated at Milan Fashion Week, and so the brand’s farewell—unveiled in true “Sunnei” fashion, with a runway show transformed into an auction—represented a significant loss but also served as a testament to the struggles facing Italian fashion.
Following the official announcement of Sunnei’s court-ordered liquidation, rumors have grown increasingly persistent about a new creative direction for the design duo—namely, taking on the role of creative directors at Moschino, a historic “Made in Italy” brand.
After Jeremy Scott’s pop-inspired era, the brand went through a long period of crisis until the arrival of Adrian Appiolaza, who—despite his undisputed talent—was unable to fully restore it to its former glory. Following Appiolaza’s departure, it’s now official that Messina and Rizzo will take his place, with hopes finally rising for a positive turnaround at Moschino. Indeed, the ironic, irreverent approach and effective communication have always been part of the DNA of the brand founded by Franco Moschino in 1983, and these are aspects shared with the vision of the two Italian designers, who could take up this legacy and reinterpret it in a more contemporary, provocative yet essential way.
Massimo Ferretti, Executive Chairman of Aeffe S.p.A., commented on the new appointment: “In the evolution of a fashion house, it is essential to know how to blend identity and innovation. Loris Messina and Simone Rizzo possess the qualities needed to rise to this challenge: a contemporary creative vision, a deep cultural sensibility, and the ability to develop meaningful creative languages. We are confident that their contribution will further strengthen Moschino and support its growth in the coming years.”
Loris Messina and Simone Rizzo, on the other hand, commented: “We’ve always been struck by Franco Moschino’s ability to challenge conventions through creativity, while maintaining a clear and consistent voice. It’s a rare quality. Moschino has always embodied this spirit as a cultural house guided by a strong, recognizable, and radical vision, using pop culture as a critical tool rather than merely as an aesthetic. Taking on the role of Creative Director means embracing this legacy and projecting it into the present, reinforcing its relevance and its ability to influence the contemporary imagination.”
[📸 Getty Images]
