A ZIGZAG IN TIME 1953-2013 - To mark its 60th anniversary, Missoni has conceived a celebratory Summer campaign, that brings side by side future and history, models from the last collection and selected items of its archive, which, reproduced in a limited edition, will be sold in flagship stores from May 2013.
Missoni’s ever contemporary signature that have transformed knitwear in a language, an international and unmistakable style, is here interpreted by a cast of real and intense individuals. Photographed in front of a huge monochrome canvas, they give life to a gallery of fashion portraits, evoking paintings of the past. It is a historic, artistic quality also emphasized by the details of the location in the background.
The outfits of the Summer 2013 collection look instead like halos of light – or captivating holograms – with their luxurious stitching, embroidery, sequins and interplay of black and white transparencies with see-through patterns. Their originality is highlighted in pictures that make the posing model look like a gorgeous miniature, contextualized in a luxurious, unexpected setting.
Taken by British photographer Alasdair McLellan, this campaign makes clothes look alive. Becoming an art tribute to the Missoni identity, to its endless vitality and freshness.