Jul 19, 2018 | By Marie Bourgat
Experience Lifestyle & Interiors on WGSN.
Jul 28, 2010
Forgoing print, venerable Italian knitwear company Missoni commisioned artist Kenneth Anger to make a film for the brand’s F/W 10 campaign. Following other recent artistic collaborations with Ryan McGinley and Juergen Teller, Creative Director Angela Missoni chose Anger for his “use of color and his ability to transform a film into a three-dimensional texture, a fabric of images in movement”.
For Missoni, branding has become a family affair. Where Juergen Teller’s spring campaign featured the clan doing everyday things, Anger’s “experimental approach and his narrative style, on the other hand, transformed the new campaign into a sublimation of our world”.
Anger is most famous for experimental movies Scorpio Rising and Fireworks, making him a seemingly odd choice for a campaign collaboration. However, the film is able to at once stay true to Anger’s aesthetic and blur the line between art and advertising.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.