I wasn't much impressed with the house of Missoni's current contribution to the rather crazy world of fashion until I witnessed the Missoni Women Fall/Winter 2009/10 collection showed at Milan fashion week. The showed definitely grabbed my attention from the first exit. The looks were well constructed, the fabrics were almost magical, and the styling was simply impeccable, but to criticize the whole collection would require a different blog, so back the main topic.
I first spotted the ad when I opened one of the latest issue of W magazine. It did not look expected, since I always used regarded Missoni as an "old-house", meaning not youth-friendly. However, the setting of the shoot changed the whole vibe of the campaign and in part of the brand, I mean the beach is not a setting where most relate to old citizens but young tanned kids enjoying of the breeze of the ocean and rays of the sun. Moreover, the silhouettes of the clothes do look quite fresh and modern with the Missoni twist to it. I love the vintage colors, it sort of reminds me of the colour palette my grandmother would wear on her summer days, but she probably would not specifically op for those pieces, since she has a more simple masculine approach to fashion. As you probably already know, Missoni is known for their rich, unconventional fabrics. Their textiles always stand out from the rest, and have manage to make their own imprint on the industry's history. The infamous micro intercalating waving or straight patterns that we see from season to season on the runway is also feature on the models' back. It almost accentuates the contrasting shades from the accessories and the clothes, to bring a cohesive and interesting image that evokes peace and tranquilly. On the styling note, the head-wraps do look somewhat or maybe a bit too much Prada Spring/Summer, circa 2007. It would have been interesting too see a different head-piece rather than just taking someone's else idea, but it somehow works harmoniously with the mood of the shoot.
I wasn't expecting any less from legendary photographer, taste maker and fashion icon, Steven Meisel, who had the opportunity to shoot this innovative campaign. His eye for models, setting and lighting is unquestionably great, he obviously knows what works and what doesn't evident by these shots and other millions editorials/ads shown in multiple magazines such as French Vogue and V Magazine. The ad also features big hitters such as Isabeli Fontana, Natasha Poly and Mat Gordon.
pictures from models.com