Review of Missoni Spring 2025 Ad Campaign by Photographers Morelli Brothers with models Delilah Belle and Jasmine Tookes

Missoni returns to its signature codes of playful sensuality and Mediterranean leisure with its Spring 2025 ad campaign, a sun-drenched ode to poolside glamour and iconic zigzag knitwear. Shot by the Morelli Brothers, the campaign stars Delilah Belle and Jasmine Tookes luxuriating in a private villa setting, where Missoni’s colorful textiles and effortless silhouettes take center stage.

Staying true to the house’s legacy, the campaign is anchored by Missoni’s unmistakable zigzag motif, rendered here in swimwear, coverups, towels, and accessories. The styling blends nostalgia and ease—crochet dresses, bikini tops, breezy pants—styled in a palette that pulses with coastal brightness and ’70s flair. The saturated hues of the collection echo the campaign’s sunlit staging, lending the images a tactile warmth and easy glamour.

The visual narrative leans into lifestyle rather than theatrics, trading high-concept for aspirational simplicity. The shots are intimate yet editorial, with moments of languid lounging and water-side daydreaming that feel lifted from a luxury vacation brochure. With towels and cushions complementing the garments, the campaign subtly positions Missoni as both a fashion and lifestyle brand—a move that aligns with the house’s ongoing homeware expansion.

However, the approach isn’t without its limitations. While visually polished, the campaign leans heavily on familiar territory. The visuals, while lovely, offer little in the way of novelty or conceptual surprise. That said, for a brand so steeped in heritage, the decision to double down on its core language—sun, skin, and stitch—may be the point.

Missoni’s Spring 2025 campaign is not reinventing the wheel, but it doesn’t need to. It confidently delivers a vision of casual luxury grounded in color, comfort, and craft—a reaffirmation of what the brand has always done best.

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