Missoni Spring 2023 Women's Ad Campaign Review

Review of Missoni Spring 2023 Women’s Ad Campaign by Creative Director Filippo Grazioli with Photographer Theo Wenner with models Adit Priscilla, Barbara Valente, Louise Robert, and Sherry Shi

Missoni unveils a new manifesto of authenticity and vibrant energy with the first campaign since the appointment of new creative director Filippo Grazioli. The Spring 2023 campaign highlights the designer’s debut womenswear collection for the storied Italian house, and was shot by photographer Theo Wenner.

Captured on the Mediterranean coast of Alicante, Spain, the imagery finds a vibrant harmony and rhythm between the collection’s graphic use of color and pattern and the seaside landscape. In designing the collection, Grazioli kept himself to a strict cyan, magenta, yellow, black, and white color palette while using the brand’s famous stripes and knack for knitwear in inventive new ways. In Wenner’s photographs, these stripes echo the shape of wind-swept beaches, while the colors pop against the shifting gradients of sky and sea.

Meanwhile, a carefree narrative of exploration and togetherness unfolds as the models let their guard down and authentically enjoy the natural beauty of the setting and being in the playful company of one another.

Just as Grazioli’s new creative direction presented a fresh and forward look for Missoni, this campaign is coming at a great time to provide a brand that had somewhat lost its way in recent years with clarity, focus, energy, and intention.