Missoni

Fall 2021 Ad Campaign

Review of Missoni Fall 2021 Ad Campaign by Photographers Sofia Sanches and Mauro Mongiello
with models Birgit Kos, Mao Xiaoxing, Arthur K., Mathilde Henning, Hannah Ferguson, Arthur Gosse and Hoseok Yun

Missoni looks forward to a colorful new day in their Fall 2021 campaign, photographed by Sofia Sanches and Mauro Mongiello.

Debuting a new motto, “Life In Colours,” the colorful campaign signals a subtle shift in approach for the brand. Fresh off a collaboration with streetwear brand Palm Angels, Missoni is pivoting to welcome a younger crowd into its audience. The campaign is leading up to the debut collection of newly appointed creative director Alberto Caliri, and will be unveiled during Milan Fashion Week in September. A veteran of the house, Caliri worked alongside Angela Missoni for 15 years, until she relinquished her designer role to chair the brand’s board instead.

The campaign explores the colorful intersection of the comfortable and the unexpected. Clad in colorful knit pieces that seem primed for outdoor adventure, the young cast of models pose in pairs against the backdrop of a city.

While a cityscape isn’t what we might first expect for these pieces, it creates a rich visual dialogue with the colors and patterns of the pieces, especially seen through Sanches’ and Mongiello’s bright and bold photographic style.

They also makes smart use of props, like a bunch of balloons or a guide to hiking trails, to expand the visual rhythm of the imagery and flesh out this world and its optimistic, idiosyncratic characters. Smart art direction finishes the photos off with a translucent Missoni logo that blends seamlessly into the multi-chromatic confluence.

Recognizing their own strengths as a heritage brand, while also thoughtfully considering how to guide these strengths into a new future, the campaign is a great way to signal a new chapter in celebrating the joy of color.

Photographers | Sofia Sanches and Mauro Mongiello
Models | Birgit Kos, Mao Xiaoxing, Arthur K., Mathilde Henning, Hannah Ferguson, Arthur Gosse, and Hoseok Yun