NEW YORK, Jul 31, 2009 / FW/ — For Missoni, it is about the art; hence the Italian maison’s Fall 2009 / Winter 2010 campaign show the true core of the brand. Through a strong evocative tone of voice, it speaks about moments and positive light- hearted emotions, which have always been part of the identity of the brand.
Featuring Hanne Gaby Odiele and Devin Childers, the Missoni fall/winter 2009-2010 ad campaign was shot at Ffloyd Bennett Field in Brooklyn, New York on May 30th. It is the first collaboration between the Missoni maison and a new creative team: Doug Lloyd as Art Director and renowned photographer Ryan McGinley.
The most genuine values of the brand were the source of inspiration for this season’s campaign: a positive attitude towards life, creativity, elegance, sublime unconventionality, nonconformity and a fresh and different way of looking at the world.
Ryan McGinley is a contemporary American photographer, living in New York City who began making photographs in 1998. His style has evolved from documenting friends in different real-life situations towards creating fantastic settings where the situations he envisions can be documented and where the unexpected can occur.
In 2003, Ryan was the youngest artist, at the age 23, to have a solo show at the Whitney Museum of America Art. That same year, he was also named Photographer of the Year by American Photo Magazine. In 2007, Ryan was awarded the Young Photographer Infinity Award by the International Center of Photography.
Missoni has always collaborated with various renowned international photographers. Past campaigns have been shot by Steven Meisel, Mert Alas & Marcus Piggot, Mario Testino, Mario Sorrenti and Camilla Akrans.