Campaign / Fashion house - 7/28/21
Missoni enters a new era, and the F/W 21 Campaign encapsulates a renewed philosophy and vision of life.
The direction chosen by the well-known Italian fashion brand is twofold: on the one hand, it is deeply rooted in tradition, and on the other, it yearns to affirm a fresh vision and idea of lifestyle.
Color has always been the distinctive element of Missoni; the pillar on which the founders Ottavio and Rosita built the identity of the brand. In the words of CEO Livio Proli, “It is a heritage to embrace and also translate” into a creative language that acts as a key of entry into the contemporary world. Therein lies the invitation to capture the beauty in nuances and differences in a world that is increasingly more divided and negative, responding with enthusiasm, positivity, and optimism to those who only see black or white.
The starting point to this path of innovation is the F/W 2021 Campaign. The pillars on which it is founded are three: the urban environment, authenticity, and a little irony. The city is, in fact, the absolute protagonist within the shots: the apartment buildings, skyscrapers, and skylines are not just simple backdrops, but elements that interact with and speak to the pieces that make up the collection through a continuous play on chromatic references. Additionally, the treatment of the MISSONI logo achieves an ideal integration with the fabrics and surrounding environment.
This same pursuit of harmony and spontaneity also influenced the choice of photographers Sofia Sanches and Mauro Mongiello, who skilfully combine the use of color and light with ability to capture moments of truth and levity in everyday life. Their style, simultaneously balanced and full of energy, is perfectly suited to a concept that sets out to express positivity and a joie de vivre.
This connection with everyday life is also reflected in authenticity; in the desire to escape from the typical static nature of fashion photography in favour of a greater expressiveness and naturalness which are often entrusted to the interactions between the models. Aside from the their aesthetic qualities, the selection of Birgit Kos, Mao Xiaoxing, Arthur K., Mathilde Henning, Hannah Ferguson, Arthur Gosse and Hoseok Yun as the faces of this campaign was due to their outstanding ability to identify with and interpret the mood and feel of the campaign.
A smile, therefore, becomes the true key to understanding; both when it appears on the faces of the protagonists, as well as when the attempt is to produce one on the face of the observer through the clever use of props. Their unobtrusive presence proves necessary in bringing a certain focus to an attention to detail and creativity, which in turn adds an ironic touch and intriguing sympathy to the subjects themselves.
LIFE IN COLOURS can thus explode at both the visual and conceptual level.
The direction chosen by the well-known Italian fashion brand is twofold: on the one hand, it is deeply rooted in tradition, and on the other, it yearns to affirm a fresh vision and idea of lifestyle.
Color has always been the distinctive element of Missoni; the pillar on which the founders Ottavio and Rosita built the identity of the brand. In the words of CEO Livio Proli, “It is a heritage to embrace and also translate” into a creative language that acts as a key of entry into the contemporary world. Therein lies the invitation to capture the beauty in nuances and differences in a world that is increasingly more divided and negative, responding with enthusiasm, positivity, and optimism to those who only see black or white.
The starting point to this path of innovation is the F/W 2021 Campaign. The pillars on which it is founded are three: the urban environment, authenticity, and a little irony. The city is, in fact, the absolute protagonist within the shots: the apartment buildings, skyscrapers, and skylines are not just simple backdrops, but elements that interact with and speak to the pieces that make up the collection through a continuous play on chromatic references. Additionally, the treatment of the MISSONI logo achieves an ideal integration with the fabrics and surrounding environment.
This same pursuit of harmony and spontaneity also influenced the choice of photographers Sofia Sanches and Mauro Mongiello, who skilfully combine the use of color and light with ability to capture moments of truth and levity in everyday life. Their style, simultaneously balanced and full of energy, is perfectly suited to a concept that sets out to express positivity and a joie de vivre.
This connection with everyday life is also reflected in authenticity; in the desire to escape from the typical static nature of fashion photography in favour of a greater expressiveness and naturalness which are often entrusted to the interactions between the models. Aside from the their aesthetic qualities, the selection of Birgit Kos, Mao Xiaoxing, Arthur K., Mathilde Henning, Hannah Ferguson, Arthur Gosse and Hoseok Yun as the faces of this campaign was due to their outstanding ability to identify with and interpret the mood and feel of the campaign.
A smile, therefore, becomes the true key to understanding; both when it appears on the faces of the protagonists, as well as when the attempt is to produce one on the face of the observer through the clever use of props. Their unobtrusive presence proves necessary in bringing a certain focus to an attention to detail and creativity, which in turn adds an ironic touch and intriguing sympathy to the subjects themselves.
LIFE IN COLOURS can thus explode at both the visual and conceptual level.
Designer:
Missoni
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