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.