AD CAMPAIGN: MISSONI SPRING/SUMMER 2014 BY VIVIANE SASSEN
Posted on February 26, 2014
With Dutch photographer Viviane Sassen behind the lens, Missoni deliver one of the strongest & most visually stimulating Spring/Summer 2014 campaigns, with Vincent Lacrocq, the legendary Christy Turlington & a hoard of plexiglass letters scattered across the rugged & endless Tenerife terrain.
The sun scorched barren landscape works seamlessly with the primitive nature of the collection as do the plexiglass “monoliths.” Casting an array of vivid colours on their subjects, like shattered fragments of stained glass, the diffused hyper-intense hues upon the bold prints & motifs imbued upon the collection pay homage to Sassen’s childhood memories of Africa – radiant & wild but with dark undertones.
Despite having the incomparable Christy Turlington star in the campaign, Sassen seems to uses both her & Vincent as archetypes rather than being the core focus by literally leaving them in shadow of something far more symbolic – it’s about the infinite landscape, the unity of the elements, the alchemical properties of light, the renewal of the brand & of course like any successful fashion advertising campaign, the focus remains on those wonderfully graphic garments. The finished product is visually cohesive, evocative, iconic & more importantly for Missoni, invigorating.