Missoni A/W 2009/2010 ad campaign

Text by Luke Raymond

I mentioned Stella McCartney's Autumn/Winter campaign last week, and it pleases me to see that Missoni too have abandoned sober, conventional campaigns to produce something different. Shot by Ryan McGinley, the images evoke the youthful liberation of his own work. Ryan usually captures nubile youths frollicking naked in rolling landscapes, and though the models may in this instance be clothed, the shots maintain the same nomadic, fleeting quality.

Perhaps most importantly for Missoni, McGinley has fulfilled his presumed brief as their pieces are showcased perfectly; their trademark knits in a more organic habitat, multitudinous layers revealed by the breeze. Another Autumn/Winter campaign success I think.



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