The advertising campaign created for the Summer 2023 Collection narrates a new way of approaching Missoni based now on the fundamental concept of all-encompassing experience. Missoni creations take inspiration from what surrounds us, from the art and experience of its creators, but at the same time they affirm themselves as a source of inspiration to every observer. A multifaceted aesthetic that finds its full expression in several spheres, from clothing to furniture. The result is a fascinating complexity that needn’t be decoded, yet simply be experienced. A knowledge of the Missoni world that is not relative but absolute, not partial but whole.
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 conjunction is achieved with the furnishings of the Home Collection which, through the depths of the solid colors of the sofas and the maxi dimensions of the carpets, perfectly represent the creative and comfortable, suave and exclusive spirit that has always distinguished the Missoni lifestyle. Ready to wear becomes ready to live, an all-round stylistic interpretation that has always been rooted in the heritage of the brand which translates into the contamination and merging of fabrics and styles between furnishings and clothes.
The coast of Alicante, in Spain, and the Mediterranean Sea it overlooks are the evocative landscape of the advertising campaign. The beach becomes a romantic and metaphysical non-place where long dresses and sand, sofas and waves, carpets and sunsets come into contact. The swimming pool is the scenario of a suspended time, far from the frenzy of a metropolis and close to the concept of vacation: authentic and carefree, this story is free from predetermined constraints. Slow days punctuated by exceptional moments, a mentality translated into the images of the campaign and the Collections.
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.
