Milan Fashion Week has started today with Missoni as the initial time slot, however instead of expected Spring Summer 2021 video and lookbook the brand announced it’s intent on reshaping the business model. With Fashion Weeks losing it’s initial purpose, Missoni has decided to focus on in season promotion of their collections. This morning instead of SS21 in Missoni’s Camera Moda time slot schedule we have received the first look of the Autumn Winter 2020 Missoni campaign.
Nevertheless the Spring Summer 2021 collection is to be presented behind closed doors to the buyers aligning towards a more closer dates as part of the season promotion. Missoni’s plan is to keep the wholesale selling seasons in their actual time, simultaneously, the new collections will be shown privately to major media. Leading to the new collections taking the store shelves the brand is to work on various promotional forms, videos, special projects and with circumstances permitting so even returning to the runway shows.
Angela Missoni shared in a sit down interview with Italian Fashion Journalist Angelo Flaccavento:
The timing of the show the purpose of the show has changed. The purpose of the show used to be to show the collection to the trade and to the press. But today it really changed the purpose because it goes immediately to the final consumer. This is why I think it;’s not anymore the right moment. Then closer to the actual season we can build a special communication project. A show, a video… I think this is a much more effective way of working.
See the full interview with Angela talking more about the upcoming business model change but also the new Autumn Winter 2020 campaign:
The Fall Winter 2020 campaign is in this difficult year going back to the brands roots, celebrating the beautiful Italy. The fall winter 2020 campaign starring top models Vittoria Ceretti and Edoardo Sebastianelli is photographed by Oliver Hadlee Pearch with creative direction from Angela Missoni. The Fall Winter session spotlights locations drawing parallels to Angela’s life. The beautifully captured images are also imagined as an homage postcards which you could only get from Missoni. Missoni house shares:
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.
Discover more of the campaign:
Discover all the runway looks from Missoni Fall Winter 2020 Ready To Wear collection.