The sign of a great fashion brand—or all brands in general—is its ability to introduce a new idea to the market and update that message season after season. Missoni certainly follows this credo. Since the 1950s, the family-run Italian company has been offering sleek knitwear in bright, attention-grabbing colors and prints, particularly chevron. It elevated the fabric in the eyes of the industry, making it as acceptable for an evening soirée as for a corporate function.
Under the helm of Angela Missioni, the label’s collections, which are presented during Milan Fashion Week, don’t deviate from the path it laid out decades ago. Iridescent, form-fitting dresses, vibrant suits, and bold, geometric jewelry are tweaked every few months, with the overall vibe staying true to the brand’s DNA. For Fall 2019, the nomadic lifestyle—albeit a posh one—was the focus, highlighted by the array of shawls, hooded top, and layers of differing fabrics and patterns.
And to enforce the theme further, Missoni enlisted photographers Mert Alas and Marcus Piggott to shoot its collection during the golden hour in Cappadocia, Turkey. The location—which is marked for its clear blue skies and breathtaking high plateaus in beige and tan colors—served as a perfect backdrop, a canvas for the exuberant looks. They are worn by a cast of diverse models, including Bella Hadid, Adut Akech, Alton Mason, and Dong Su Moon.
The overall vibe is rich, exotic, and speaks to the consumer that Missoni aims to attract. Like its runway presentation, the images the brand creates solidifies its standing as the ultimate purveyor of high-end knits.