The Missoni family at their Sumirago residence photographed by Juergen Teller
Missoni, Sumirago 2010, 52 pages, 21x29,5 cm., signed copy by Rosita Missoni
The Missoni ad campaign for spring/summer 2010 was expected to have a more homey, warm and fuzzy, family feel. Angela Missoni hired acclaimed photographer Juergen Teller to shoot the whole Missoni family at dinner and capture images that would be the branding images for the Missoni spring/summer 2010 …
Angela Missoni opted for a more personal campaign this season. Trading out models for her own family, Missoni turned to the talents of Juergen Teller to capture a certain intimacy that places her designs in a real world setting. As Missoni shared with WWD, “I wanted to highlight our reality and our lifestyle, which is reflected in our unique product and in the artisanal aspect. This campaign really reflects the mood I’m in these days, even from a design stance.” The campaign features Angela Missoni, her parents, her children Margherita, Teresa and Francesco, as well as her brother Vittorio Missoni’s siblings, Ottavio Junior, Marco and Giacomo.
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