Sci-fi femininity: Missoni’s AW14 campaign is set in year 2970

24 : 07 : 2014 Missoni : M/M Paris : Viviane Sassen

Varese, ItalyFashion house Missoni has released a campaign which imagines the future of femininity, featuring robotic alter egos following the protagonist through an archaeological site.

Missoni AW14 by M/M Paris and Viviane Sassen Missoni AW14 by M/M Paris and Viviane Sassen
Missoni AW14 by M/M Paris and Viviane Sassen Missoni AW14 by M/M Paris and Viviane Sassen
Missoni AW14 by M/M Paris and Viviane Sassen Missoni AW14 by M/M Paris and Viviane Sassen
Missoni AW14 by M/M Paris and Viviane Sassen Missoni AW14 by M/M Paris and Viviane Sassen
Missoni AW14 by M/M Paris and Viviane Sassen Missoni AW14 by M/M Paris and Viviane Sassen

Set in the year 2970, the autumn/winter 2014 campaign is inspired by futuristic influences and science fiction scenarios translated into a surreal aesthetic. The imagery features the model accompanied by abstract sculptures representing her robotic alter egos. Composed of brightly coloured, geometric cut-outs, the structures create a playful, cartoonish feel and provide a stark contrast for the soft, figure-hugging garments referencing a 1970s vibe.

To develop the concept for the shoot, Missoni collaborated with art direction studio M/M Paris and photographer Viviane Sassen, the team behind Missoni’s SS14 campaign. ‘It’s an imaginary world, 1,000 years forward, and a surreal and humorous setting comprised of ancient ruins, bright vivid colour, metallic shades, sharp geometric patterns, and robotic futuristic creatures – an ideal frame for Missoni’s contemporary and stylish woman,’ Angela Missoni told Style.com.

The campaign brings together a retro look and lo-fi production methods with futuristic, sci-fi influences. For more examples of designs collaging elements of the future and the past to create an offbeat aesthetic, read our Futurist Montage design direction.

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