i am currently enthralled with all things missoni, (especially margherita's wardrobe). so it goes as no surprise that i'm posting juergen teller's 'at home with missoni's campaign'. it was shot last february with all three generations (at a family home). their creative direction angela missoni (daughter of founders tai and rosita and mother to 'it girl' margerita) suggested "our product has some extra value - an artisanal, traditional value" and that a peep into their family life in lombardy, italy would add to the organic, artisanal nature of the brand "the product is real so i wanted to show it in a real context - and that is difficult with traditional fashion imagery". where better to look than juergen teller, famed for his grainy, well lit, snapshot style. it's the perfect marriage, free of the gloss that comes with high end fashion photography. the campaign naturalizes the fashion dynasty and asserts their 'artisanal' aesthetic. i love the mix up of colours, patterns and prints in the fore and background of the photos, again it rings true to the missoni aesthetic and the italian 'dolce vita' ideal, a colourful sweet life surronded by family and all things beautiful.
No comments:
Post a Comment