On the opening of Milano Fashion Week, Missoni unveils a video in which Angela Missoni explains the project of the new advertising campaign as well as the broader thinking behind a significant shifting in the calendar of the presentations. Missoni, in fact, is not presenting s/s 21 – which is being sold to buyers – but a communication project on f/w 20/21, thereafter working in season.
With the morphing of fashion shows from events destined to the trade to spectacles broadcasted to global customers, Angela Missoni believes this is the right moment to break the mould and try something new, suggesting a change that is more in synch with the real dynamics of both communications and delivery to the stores. The idea is to keep the wholesale selling seasons as they are. In the same moment, collections will be shown privately to long lead media. Afterwards, closer to the actual seasons, special projects – a show, a video, an action – will be built, so that what is communicated is what customers can actually find in store.
It is a message of authentic hope and optimism, a way to restart with the acknowledgement of the immense wealth of beauty, both natural and artistic, that characterizes the Bel Paese. It is like saying Viva l’Italia, straight from the heart. Italia as an emotional way to do things that now more than ever before can talk to and inspire the global audience.
Conceived under the creative direction of Angela Missoni and shot by Oliver Hadlee Pearch, the campaign flourisher around very familiar Missoni backdrops: Varese, il Sacro Monte, all places that are close to Angela’s heart because in fact this is the land she, as well as Missoni, comes from and where she has lived all her life; these are the panoramas she sees every day and the colours that endlessly inspire her, season after season, like they have inspired her parents, who decided to settle in this beautiful region of Northern Italy. The places have been shot in the most spontaneous of ways, like postcards sent by Missoni from some very cherished places to share the view and create a bond with the public. There is a feeling of familiarity and a love for beautiful landscapes to the whole endeavor that is quintessentially Missoni.
With this campaign, the first in a series that aims at redesigning the Grand Tour à la Missoni way, Angela Missoni is sending a love letter not only to her immediate surroundings, but to the whole of Italy. Even the models starring in the pictures, Vittoria Ceretti and Edoardo Sebastianelli, are Italian.