May 17, 2018 | By Taryn Tavella
Experience Lifestyle & Interiors on WGSN.
Feb 02, 2011
One of our favorite exhibitions of last year (thankfully extended until Valentines weekend) The Museum of Everything is a treasure trove of kitsch, folk art and taxidermy, so we were delighted to see Missoni utilize artist Peter Blake and collector James Brett’s vision as backdrop to its latest campaign.
The Italian fashion house assembled an assorted cast of beautiful friends and family including daughter and heir Margharita Missoni, it girls Tatina Santo Domingo and Eugenie Niarchos and Peter Blake himself to model the colorful spring looks, photographed by Juergen Teller.
As Brett explains, ‘I said ‘no’ to every other fashion brand, as well as magazines. I was afraid they would turn the museum into a film set and the art into a bunch of props. But this was different, with every member of the family modeling, from 19 to 80. It all made sense and has been more like an artistic collaboration than a traditional campaign.’’
The first Museum of Everything concept was previewed at the Frieze Art Fair in 2009 and this third incarnation has taken up temporary residence in London’s Primrose Hill neighborhood. With less than two weeks to run we highly recommend a visit.
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