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Adrian Appiolaza's Moschino Debut Boosts Aeffe's Creative Future, Despite Q1 Revenue Drop

Appiolaza's bold vision for Moschino has critics buzzing. Aeffe, however, must tackle revenue declines and market challenges to return to growth.

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This is a black and white image. I can see groups of people walking. I can see few people standing....
This is a black and white image. I can see groups of people walking. I can see few people standing. These are the dresses hanging to the hangers. I can see the shops. This looks like a bucket. These are the buildings with windows. This looks like a name board. I think this is the market. At the very right corner of the image, I can see the watermark.

Adrian Appiolaza's Moschino Debut Boosts Aeffe's Creative Future, Despite Q1 Revenue Drop

Adrian Appiolaza has swiftly made his mark as the new creative director of Moschino, presenting his first collection just weeks into the role. Meanwhile, Aeffe SpA, the parent company, has reported a decline in revenue for the first quarter of 2024.

Appiolaza took over from Davide Renne, who sadly passed away in November 2023 after a brief tenure. Appiolaza's debut collection was showcased in June 2024 during Milan Men's Fashion Week, demonstrating his creative vision for the iconic brand known for its innovative and provocative designs.

The financial results for Aeffe reflect a challenging quarter. Consolidated revenue decreased by 14% to 80.2 million euros (approximately $86.4 million at current exchange rates), compared to the same period last year. This follows a 9.5% decline in fiscal 2023. Executive Chairman Massimo Ferretti attributed these results to a global wholesale slowdown and Aeffe's ongoing transformation process. The company's wholesale revenue, which accounts for nearly 70% of its turnover, saw a significant drop of 16.7%.

Market-wise, Italy, Aeffe's largest market, experienced a 17.6% year-over-year decrease in revenue. America, Aeffe's smallest market, saw a steeper decline of 27.7% for the period.

Adrian Appiolaza's first collection for Moschino has been well-received, signaling a promising start to his creative directorship. Aeffe, however, faces financial challenges, with revenue declining due to a global wholesale slowdown and internal transformation. The company will need to navigate these issues to return to growth.

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