Gisele in Missoni ads – my all-time favourite campaign.

Missoni started as a small knitwear business run by Ottavio and Rosita Missoni in the 1950s. A baby brand but as Emilia points out, one that flourished in the image of a prosperous post-war Italy. Missoni goes hand in hand with that silly, quasi-cartoon aesthetic that brought the likes of Swatch watch and Pino Daniele, coloured reading glasses and Levi jeans to the token Italian look. Since then the brand has grown in the hands of first-generation Missoni children into a world class luxury fashion house – but overall, Angela Missoni (creative director) has stayed true to her parents’ kaleidoscopic vision – colouring outside the lines whenever need be.

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