KNOWN for their intricately-crafted, multi-coloured knits, Italian fashion house Missoni has, this season, decided against presenting an SS21 collection, instead opting to showcase last season’s offering from February via a video presentation.
Shot by Oliver Hadlee Pearch against a familiar Missoni backdrop – Varese, where the brand originates – the film opened up Milan Fashion Week, debuting the first in a series of in-season projects that aim to redesign the established Fashion Month calendar.
“The idea is to keep the wholesale selling seasons as they are. In the same moment, collections will be shown privately to long-lead media,” explains Angela Missoni, creative director of the luxury house, in a press statement released alongside the new film. “Afterwards, closer to the actual seasons, special projects – a show, a video, an action – will be built, so that what is communicated is what customers can actually find in store.”
From body-contouring maxi dresses to belted coats, Missoni’s AW20 designs graced Italian models Vittoria Ceretti and Edoardo Sebastianelli in the brand’s new mould-breaking presentation while the SS21 collection, that does in fact exist, is currently being sold to buyers.
“The places have been shot in the most spontaneous of ways, like postcards sent by Missoni from some very cherished places to share the view and create a bond with the public,” adds the designer. “There is a feeling of familiarity and a love for beautiful landscapes to the whole endeavour that is quintessentially Missoni.”