“In the ’50s and ’60s, the Missoni brand really developed a voice that transported it out of Italy and into the United States, and that is what the aesthetic is inspired by in the campaign,” says Will Setliff, vice president of marketing for Target.
The daughter of the company’s founders, Angela Missoni says, “We really wanted to reach a large audience. As Missoni, we have a big name but we are not a huge company, so there’s not much product around.”
Angela’s daughter Margherita Maccapani Missoni is the face of the campaign and will be featured in the print and television ads. Print ads will be featured in Harper’s Bazaar, Elle, Elle Décor, Interview and House Beautiful. A 20-page insert will also be running in the September issue of Vogue. Target will also run ads in a foreign publication for the first time: “Vogue Italia.” In designing this new line, Missoni hopes to expand their image in the U.S. and promote the brand with fresh, young image.
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