Italian fashion house Missoni has enlisted the help of innately stylish model Freja Beha Erichsen to star in its latest ad campaign.

The Missoni brand, famed for its knitwear and instantly recognizable striped and zig-zag patterns, experimented with new cuts, silhouettes and designs for their latest collection. The recently unveiled ad campaign focuses on the sensuality and naturalness of the garments, worn insouciantly by Erichsen.


The 28-year-old model and muse, with her signature tousled bob, debuts pieces from the latest collection, including preppy striped t-shirts, slouchy kaftans and fitted midi dresses accessorized with skinny scarves.

The campaign focuses on a series of portraits captured in a studio against sand and ochre backgrounds, instantly evoking memories of holidays and lazy days at the beach. Of course, the house’s ubiquitous knitwear is at the forefront of the images, which were captured by Harley Weir, currently the UK’s most in-demand young photographer.


The Londoner graduated from Central Saint Martins in 2010 and was subsequently discovered through her Tumblr account. At just 26 years old, Weir has built up an enviable portfolio, shooting for publications including i-D, Pop, Dazed and Confused and Vogue UK. Unsurprisingly, top brands such as Bottega Veneta, Armani and Maison Martin Margiela have also enlisted her creative skills.

  • Images Courtesy of Missoni
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