At Milan Fashion Week, Moschino’s Autumn/Winter 2026 show unfolded less like a runway and more like a memory. Creative Director Adrian Appiolaza titled the collection Collezione 08: TERRA — a personal reflection on his childhood in Argentina. Buenos Aires met the Pampas. Nostalgia met irony. Romance met exaggeration. It was witty, emotional, and unmistakably Moschino.

Hair, led by KEVIN.MURPHY Pro Ambassador Eugene Souleiman, followed that same spirit. But instead of one defining look, Souleiman created a cast of characters.

“The collection is an homage to Adrian’s childhood in Argentina, married with Moschino’s

signature language — it’s witty, curious,” says Souleiman. “We wanted the hair to feel as diverse as the collection, and a kind of tongue-in-cheek too. It’s about contradiction, sharp structure meeting soft, unraveling movement. Polished, but slightly undone.”

Letting Texture Lead

 

Rather than imposing a singular aesthetic, the hair team worked with what each model naturally brought to the runway so that texture wasn’t suppressed, it was unleashed.

“If she has curly hair, we made it wild, big — almost a little witchy. If she has a sexy French rock-and-roll cut, we made it more tousled. Shorter cuts felt more masculine and shiny. Some looks carried a Spanish or tango energy. It’s tango, masculine, Joan-of-Arc-y.” The result was hair that felt polished but not overly worked, as though the finishes were remembered, not recreated. 

The Four Chapters

The show moved through distinct emotional chapters — urban, rural, masculine, tango — and the hair shifted subtly with each transition. Braids appeared alongside brushed-out curls. Glossy, almost masculine finishes contrasted with softer movement that felt as though it had unraveled slightly by memory alone. There were even echoes of Eva Perón — not in literal recreation, but in feeling.

“It’s a little Eva Perón. Her glamour, but filtered through nostalgia and character. Elegant, emotional and just a little bit undone.”

That tension — glamour and wit, romance and irony — is embedded in Moschino’s DNA. And here, hair became the quiet narrator of that contradiction.

The Finish: Polished Natural

 

If there was a throughline, it was what could best be described as “polished natural.”

Nothing felt overworked or forced. Shine appeared where it made sense and texture was allowed to breathe.

Backstage, the team tailored products to each character direction using a combination of KEVIN.MURPHY essentials:

The effect ranged from masculine gloss to rural texture, from tango-ready shine to movement that felt gently displaced — as though remembered rather than recreated.

Hair as Identity

At Moschino AW26, hair wasn’t an accessory. It was character. It carried humour. It carried nostalgia. It carried contradiction. Polished. Natural. And knowingly off-balance — in the best possible way.