There’s an abundance of soft spoken awe sweeping through the industry as the latest empowering campaign reveal from the influential Italian fashion house Missoni, is released. Using the barefaced beauty, Gigi Hadid, to captivate the heart of the brand whilst alluring and inspiring their audience through stunning imagery is exciting to witness and marks a change for the brand. Captured by Harley Weir, the young and influential photographer has created a set of imagery that keeps the atmosphere around the release as playful and dreamy as the collection itself.
Creative director, Angela Missoni, eagerly opened her arms and welcomed the use of her home in the picturesque Italian town of Brunello. The mountains of Monte Rosa surround her home, becoming the driving force in the background of these statement images.
There’s no secret that this campaign is centred around female empowerment, positive femininity and identity, as signified by Gigi’s strong abstract poses paired with extravagantly patterned knitwear. Missoni Instagram reveals:
"CAMPAIGN SHOT AGAINST THE BACKDROP OF MONTE ROSA, A SYMBOL OF FEMALE EMPOWERMENT THAT STANDS FOR ANGELA MISSONI'S CONTINUED COMMITMENT TO THE VALUES THAT MAKE THE FASHION WORLD A DIVERSE, OPEN-MINDED COMMUNITY"
This is not the first time Gigi has supported Missoni and their female empowerment movement, when back in February she donned one of the brands “pink pussy” hats for the Winter show finale, with intentions to inspire unity and strength within women. It’s clear this is a topic particularly dear to Angela Missoni’s heart, and a theme we believe everyone should be prepared to see and hear a lot more about in the near future.
The incredibly talented photographer, Harley Weir, shot the whole campaign from the idyllic Italian location. Harley has an artistic reputation of challenging traditional attitudes to the male gaze by adopted an undeniable feminine intimacy within her images.
HARLEY IS AN INSPIRATION TO ALL AS A SELF-TAUGHT FINE ART GRADUATE, SHE NOW OFTEN FOCUSES ON YOUTH AND CREATING INTIMATE IMAGES FOR THE LIKES OF BALENCIAGA, CÉLINE AND STELLA MCCARTNEY.
In addition to Gigi and Harley the campaign features some incredible industry names in the production team, including Peter Miles as the Art Director and Vanessa Reid as the Stylist. With a team as great as this, there’s no wonder why the campaign is having such as positive reaction.
Gigi was joined by Jordan Legessa, who previously has modelled for the likes of ID, Dust and Another Man Magazine, making this the first high-end fashion house advertising shoot of his career. Although featured drastically less than Gigi, his presence within the campaign is still evident, dressed in striking pieces from the Autumn/Winter men’s collection.
With an inimitable Italian flair, the brand is a constant source of crochet-knit design heaven, that we all expect and adore Gigi looked stunningly elegant in the classically Missoni style looks; we already know we are going to be dreaming of this seasons impressive collection in the fast approaching winter months. Missoni describes the collection as made up of ‘slim, sensual and iconic designs…. that bring into singular harmony banded and trapezoidal patterns, checks and macro space-dyes, monochromes and exclusive technical elaborations’.
Keep a look out in publications as of the September issues to see the images in print!
Words by Emma Mitchell