It is a setting with a view of the sea, on the rocky shores of Elba Island, that of the Missoni campaign fall/winter 2012. But its images appear faded, chromatically turned, washed like watercolors by the photographer's peculiar use of the camera. Able to transform every view in a sophisticated abstract representation and to make fashion became a pictorial extension of the natural scenario, a dream of contact and mimesis with its distinctive elements. The meditative attitudes and the silhouetted bodies of models Guinevere Van Seenus and Fabian Schweizer, contribute to define the atmosphere of this campaign, that is avoiding to explain or to describe the Missoni collection a/w 2012, but it is interpreting, translating it into a plot of suggestions, like paying homage to the tonal pictorial backgrounds of Mark Rothko and to the most existential cinema of Michelangelo Antonioni.
The author of this campaign, british Mark Borthwick, which is an environmentalist as well as a Visual artist, a musician, a filmmaker and a well known photographer, was able to infuse in his shots his mellow romantic feeling for the landscape, the lights and shadows of the sky, the nuances of the day and night, the perfect horizontality of the water and the irrational jagged drawing of the rocks. Never flaunted but only suggested, evoked, the Missoni outfits are therefore becoming integral part of a way of thinking, seeing, being in the world. Not just witnessing fashion, they imply an attitude towards life, an informal, free and versatile aesthetic vision, a personal experience and interpretation of elegance.
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