Fashion house MISSONI unveiled its Spring Summer 2023 campaign featuring models Adit Priscilla, Barbara Valente, Louise Robert, and Sherry Shi lensed by photographer Theo Wenner. In charge of creative direction was Filippo Grazioli, with casting direction from Ben Grimes. The brand based its new campaign on the fundamental concept of all-encompassing experience. The campaign, shot on the coast of Alicante, in Spain, captures the Mediterranean Sea – the beach becomes a romantic and metaphysical non-place where long dresses and sand, sofas and waves, carpets and sunsets come into contact. Far from the frenzy of a metropolis, authentic and carefree, the campaign highlights slow days punctuated by exceptional moments.
“The colors of the SS 2023 Collection are a precise expression of the new Missoni language. The silhouette is elevated and illuminated thanks to the intensity: cyan, yellow and magenta reveal new ways to enhance iconic motifs while optical white responds to black to give graphic rhythm. Garments and patterns are not static but evolve through the transparencies of the fabrics, the refractions of the crystals and the vibrant colors The dynamism of the figure is obtained from embracing and rigorous shapes in their vertical development together with slits and necklines that conform to the notions of spontaneity and self-awareness. Essential is the harmony between person and environment and in turn between indoors and outdoors.
The Missoni identity is captured in the photographs of Theo Wenner who enhances every element: from the material to the emotional one, with inspirations and instants dilated to define a way of being. A eurythmic tale that pictures the Missoni philosophy, a playful and joyful thought that is translated through the brand’s key tool: colour. A synonym of life that leads back to specific moments of the past, collected in memory like pieces of a mosaic that make up the personality. Missoni’s new perspective focuses on these fragments of life, combines them artistically and inspires those who, in the everyday life, eagerly look to the future.” – from Missoni