Gigi Hadid is having a pretty successful Fall 2017 season so far, having added Versace, Vogue Eyewear, Stuart Weitzman and Fendi campaigns to her portfolio. Now, Gigi replaces Irina Shayk as the face of Missoni. Photographed by Harley Weir, Gigi goes solo in the Italian brand’s vibrant new campaign, captured on location at Missoni creative director Angela Missoni’s home in Brunello, Italy. Tragically not making use of the scenic location, Gigi strikes some dynamic poses against various studio backdrops while wearing the bold and eccentric fall collection and barely any makeup.
Ultimately, our forum members declared the campaign a total flop. “Her? For Missoni? WHY?? Oh… and this is butt ugly,” complained a horrified Vitamine W, after seeing the first wave of campaign images.
“I like select shots from this campaign but a different model could have pulled this off so much better than Gigi TBH,” added bluestar, questioning Gigi’s modeling ability.
“This would’ve looked really good with a different model,” echoed forum member khyrk.
Benn98 wasn’t feeling the outcome either, writing, “The photography on its own is fine, it is when you bear in mind that this is a Missoni campaign when it pales. Don’t think Gigi works for this brand nor the style of photography.”
Also not a fan of the casting was narcyza: “She is NOT a Missoni girl.”
“Was Gigi sick or something during this shoot?” asked t-rex, suggesting Gigi didn’t look her best.
“Gigi darling next time close your mouth and open your eyes please! Not bad visually but Gigi and Harley is not a good combo,” pointed out sixtdaily.
Dodencebt wasn’t a total hater, saying, “The laughing/ecstatic shots are much better than the rest where she is deliberately posing. Overall I think it’s fine; it’s exactly what works for a brand like Missoni.
See the full campaign, watch the accompanying video and have your say here.