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The prestigious fashion brand M Missoni represented by Margherita Maccapani Missoni, showed its new aesthetic code after the rebranding of the collection choosing IGPDecaux and an Out of Home campaign on air during the Milan Fashion Week, a key event of the fashion calendar.
Milan has been the protagonist of the campaign with a media mix made of colorful brand shelters and a tram entirely decorated in the brand’s iconic style. The visual covering the tram drew attention to the colors and the geometric patterns characterizing the new collection itself, together with the M Missoni logo also reproduced on the bus shelters’ decoration.
An itinerant fashion show inaugurated the OOH campaign starting from Piazza Castello: the decorated tram turned into a high-fashion location hosting the new collection’s parade. Amateur models got on the tram at every stop like normal passengers, wearing the colorful Margherita Missoni’s clothes, an authentic expression of the new creative style. After the fashion parade the tram circulated behind closed doors along a selected route, crossing different streets of the urban center.
IGPDecaux and the Frank Studio, responsible for the rebranding of the M Missoni collection and the graphic design, collaborated on the project.