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Missoni F/W 10 Campaign; A film by Kenneth Anger

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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.

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