For its Spring/Summer 2011 advertising campaign, shot by longtime collaborator, Jeurgen Teller, the unrivalled house of Missoni turned to London. The Museum of Everything in Primrose Hill, is a cult, privately owned museum containing artifacts from historic fun fairs, old amusement arcades and folk art using taxidermy to create surreal scenes of human domestic life. Pop artist Peter Blake had an exhibition at the museum during the Frieze art Fair.
Creative Director of Missoni, Angela Missoni chose the museum as the backdrop for the campaign because “I thought it was fantastic and very close to my aesthetic — I don’t consider myself a collector — I am an assembler,” also saying the collection in the museum reminded her of some of the things her family have lying around their house. (http://www.nytimes.com/2011/01/11/fashion/11iht-fmissoni11.html?_r=2&ref=fashion)
This is an example of how a fashion label thinks beyond just how the clothes look on the model, but what context they are in etc and whether it will fit with the spirit of the brand. Missoni have a very strong family orientated brand identity and always communicate this extremely effectively through their branding and advertising.
p.s I wish I was in the Missoni family!
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