August 23 2014

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EXCLUSIVE: Joan Smalls Goes Sci-Fi Sophisticate for Missoni


Joan Smalls for Missoni
Joan Smalls for Missoni

The Fall ’14 campaigns continue to roll out today and Missoni is the latest house to debut its new ads. Staring Joan Smalls and Justin Barnhill, the Viviane Sassen-lensed snaps transport Angela Missoni’s geometric Fall wares into a dreamlike, futuristic landscape. “It’s an imaginary world, one thousand years forward, and a surreal and humorous setting comprised of ancient ruins, bright vivid color, metallic shades, sharp geometric patterns, and robotic futuristic creatures—an ideal frame for Missoni’s contemporary and stylish woman,” Angela Missoni told

No doubt, Missoni had her pick of mega models to star in the ads, considering previous campaign faces have included Christy Turlington and Stella Tennant. Of her choice to tap Smalls, the designer offered, “[She] is one of the most famous and adored models of this moment, and she perfectly embodies the spirit of this collection. With her beautiful complexion, intensity, and strong, contemporary attitude, she seemed to me the ideal protagonist of this campaign, one that puts together past and future, memory and sci-fi, and reality and fantasy.” Shot at an archeological site, the photographs, as well as a trippy-meets-quirky film, both of which debut exclusively here, feature colorful cutouts that lend the imagery a playful, almost cartoonish feel. Most important though, Smalls is easily the most sophisticated sci-fi heroine we’ve ever seen.

Photos: Viviane Sassen

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