Missoni once again shines under the Mediterranean sun in a celebration of its most essential identity with the new Spring-Summer 2025 campaign. Photographed by the Morelli brothers, the visual concept invites us into a world of sophisticated leisure and effortless sensuality, where Delilah Belle and Jasmine Tookes appear in an idyllic setting: a private villa where time seems to slow down to the rhythm of the heat and natural elegance.
In this collection, the Italian maison confidently reclaims its most iconic codes, with special emphasis on the signature zigzag pattern that runs through bikinis, beach cover-ups, towels and accessories. The silhouettes, light and uncomplicated, take shape in crochet dresses, flowing trousers and reimagined swim tops, all presented in a vibrant palette that evokes coastal tones and a certain 1970s spirit.
With a visual approach centred on lifestyle, the campaign avoids grand theatrics and opts for a more intimate and aspirational aesthetic. The captured moments feel as if taken from a luxury holiday diary, where the languid days by the pool are accompanied by textured fabrics, printed cushions and an aura of refined comfort. Once again, Missoni strengthens its focus on the lifestyle universe, without losing sight of its fashion roots.
Although the campaign stays on familiar ground and does not introduce major conceptual surprises, the choice appears intentional: it is a reaffirmation of what the brand does best. Sun, skin and knitwear: the three elements that define Missoni’s DNA are here explored with their signature mastery.
Ultimately, Missoni is not seeking reinvention this season, but rather to reinforce its essence. And it does so with confidence, colour and artisanal quality, offering a vision of relaxed luxury that continues to captivate season after season.
