In 2013, the legendary house of Missoni celebrated 60 years of business. Even those who don’t follow fashion will recognize their classic (and much copied) zigzag pattern, based on the chevron stripe. Today we look back to their Winter 2013 ad campaign, which referenced both Missoni’s history as well as their future.
Observe the 1972 and 2013 ads side by side. Notice the art piece which is used as a footstool in the 1972 one. It takes an obvious backseat to the fashion. In the 2013 ad, the piece is flipped over and enlarged. This monolith acts as a stage for model Stella Tennant. Do you find it interesting that the art piece dwarfs the clothing? The fashion in the 2013 “future” look is quite subdued for Missoni, — devoid of their signature pattern and color. A pale blue clutch is her sole accessory.
What really piqued our interest was the 1972 look, and how timeless it remains. This look has all the best elements of winter fashion: warmth, texture (notice the tights!), pattern, and vibrant color. This woolen coat surprises–it subverts traditional plaids rather than using the more recognizable zigzag. Even the accessories and hair feel right for today. Posed on the rocks as the tide comes in, it’s anyone’s guess where she could be. We just know that she faces the future confidently, with great style.