Missoni F/W 10-11
Missoni’s new ad campaign is a short film by KENNETH ANGER



From Vogue Italy:


“I’m fascinated by Kenneth Anger’s use of color and his ability to transform a film into a three-dimensional texture, a fabric of images in movement,” explained Angela Missoni. This is how she introduced her decision to entrust the Missoni F/W 2011 campaign to one of America’s most famous authors and directors of avant-garde cinema.


Anger — a hyperactive octogenarian who loves working in the wee hours of the night and at dawn using sophisticated instruments such as the RED digital camera that has the characteristics of a classic 35 mm camera – flew in from Los Angeles to film the campaign in Sumirago that involved all the members of the great Missoni family. They are the stars of this campaign that was conceived as a series of superimposed and overlapping portraits. Vogue.it presents a preview of this film: a vibrant and impalpable evocation of unique patterns, patchwork motifs, stitches, knits, and styles, it is a symbolic weave as ephemeral as a dream.


“The images of Juergen Teller for the S/S 2010 campaign reflected and portrayed our everyday family life,” said Angela. “Kenneth Anger’s experimental approach and his narrative style, on the other hand, transformed the new campaign into a sublimation of our world.” The style of this ad campaign that verges on art clearly reveals the taste of this Californian filmmaker, who directed the films “Fireworks” (1947), “Puce Moment” (1949) and “Scorpio Rising” (1963), wrote successful books such as “Hollywood Babylon” (1959) dedicated to the secrets, manias, perversions and scandals of early Hollywood film stars, and is a favorite of young fans. Included in the 2006 edition of the Whitney Biennial of New York, he currently works with some of the most important international galleries of contemporary art and enjoys much popularity today.


A man of few words, this fascinating former actor who still takes care of his appearance first filmed the settings for his film “Missoni”: mostly locations near bodies of water in the Sumirago countryside and part of Rosita and Ottavio’s garden. For the indoor sequences, he built a set in the Council Room of the Sumirago Town Hall, a basement room with a vaulted ceiling. The mood of the film and the poses and movements of Margherita, Jennifer, Angela, Rosita, Ottavio, Ottavio Jr. and all other family members are reminiscent of Sergei Parajanov’s “The Color of Pomegranates”, a 1968 film that inspired Anger to create his Chinese box-style storyboard.


The intertwining and blending of moods, micro-plots, and situations make his “Missoni” a dream of a film within a film, a surreal dreamy interaction of spaces, faces, gestures, clothes, and costumes with different ages and narrative tempos. “Before he left,” said Angela, “he gave my mother, with whom he became fast friends, a film award he recently received.” To the question, “What did he leave you?” she answered with her usual humor, “Twenty-five wigs!” In Anger’s film, the wigs appear in a minimum part and are worn by Margherita, the protagonist with Jennifer of a project that will enchant, document, but not illustrate fashion.


The film expresses Missoni’s sophisticated choice and desire to amplify the role of images, making them a communication means and not an end, instruments for personal forms of appropriation and interpretation.



Mariuccia Casadio