Maccapani Fall 2024 Ad Campaign

Review of Maccapani Fall 2024 Ad Campaign by Creative Director Margherita Maccapani Missoni and Photographer Zoe Natale Mannella with model Jess Maybury

Macappani cuts a striking figure against the iconic streets of Venice with its new Fall 2024 campaign shot by photographer Zoe Natale Mannella.

Founded two years ago by Margherita Maccapani Missoni (granddaughter of the Missonis who founded the eponymous brand), Maccapani has already cut out a distinct style niche for itself with a unique focus on innovative Italian jersey constructions and a graphic and sensual post-streetwear perspective. The campaign furthers this vision while celebrating the launch of the brand’s first bag, which is inspired by the 1970s travel bag owned by Margherita’s grandfather.

Mannella captures model Jess Maybury, who here embodies the persona of Lady Macca, the brand’s ideal heroine who personifies the many aspects of Maccapani’s design codes and their spirit of sensuality, freedom, and purpose. The collection’s sinuous silhouettes and psychedelic floral prints cut a bold contrast against the city’s iconic gondolas, alleyways, and architecture. Though Lady Macca’s sense of selfhood is unchanging, she shifts between multifaceted roles with elegance, from aesthete to explorer to expectant mother.

With its core focus of lithe jersey dresses seen with a distinct graphic lens, Maccapani already has a strong design perspective and sense of its product. Setting this unique spirit against the timeless facade of Venice, the campaign beautifully captures the brand’s ethos of freedom of motion and expression.