Futuristic and fashionable vibrations echo throughout the Turkish caves of Cappadocia, the set location for the Missoni fall 2019 ad campaign. The campaign, shot by the photographic duo Mert & Marcus, takes Missoni clothing to the surreal volcanic landscape of spired rock formations known as the fairy chimneys. Art director Giovanni Bianco transforms these arid and beguiling moonscapes to an exhibition into what the future of space and your wardrobe could possibly be.
Building off his prior work in the spring 2019 campaign for the Missoni brand, Giovanni Bianco takes us yet again to a galactic ambience. Bianco contrasts the repetition of sharp lines and angles with the curvaceous backdrop of Cappadocia. The low angled camera shots with the sandy, moonlike creviced ground sends us trying to envision what the future could possibly look like.
Mert & Marcus take the surreal backdrop and Bianco’s direction to lens and transform Bella Hadid and fellow models to appear as magical creatures, supernatural apparitions silhouetted against the terrain and intergalactic travelers caught up in unrevealed and mysterious scenarios. Playing with space atmosphere and celestial beings, the backdrop and styling is an unclear setting with no indication of space or time. Taking present day out of the context, the campaign takes a marketing strategy of seeing into a foreign reality, a tool more powerful than any mirror in the present day. For those dreaming of existing in the worlds of Star Trek, Star Wars, and Guardians of the Galaxy, this recognizable terrain takes earth reality into a moon fantasy.
The desert landscapes animated by the fairy chimneys of Cappadocia are the perfect, ethereal landscapes for taking the designs of Angela Missoni and the creative direction of Giovanni Bianco to the moon and beyond.
Creative Director | Angela Missoni
Art Director | Giovanni Bianco
Photographer | Mert & Marcus
Models | Bella Hadid, Adut Akech, Alton Mason, and Dong Su Moo
Stylist | Vanessa Reid
Hair | Cyndia Harvey
Makeup | Holly Silius
Casting Director | Barbara Nicoli and Leila Ananna