Photographer: Mert n Marcus
Starring: Gisele / IMG

The Shop A Holic: I know everybody doesn't love Missoni right now. It's not YSL or Gucci or Marc or Dior but I kinda like that. I feel like it's for me. It's not for the crowd! It's not the usual. It's personal and I've never thought of Missoni as glamorous but Gisele looks so sexy and glamorous in these pictures I'm like...sold. I love it! It's all about a Missoni bikini for me baby!
The Agent: Mert N Marcus seem hell-bent on taking over the entire market. I think 9-11 resulted in a power shift where a lot of European clients felt it was more practical to shoot out of London or Paris and these boys certainly capitalized on that shift. Not to mention the fact that what they do is so big and glossy and sexy, it feels very comfortable and familiar. And so they have the clients signing on in droves. Now add to that, a campaign like this one, which is just breathtakingly effective, and you get the feeling that they are going to keep these new client relationships.
The Art Director: Oh my God. No art. No intellectual architecture ying yanging. No cutting up. No graffiti. No defacement. Just a beautiful woman in beautiful clothes beautifully lit with beautiful hair and make-up in a beautiful environment. Gee, why didn't more people think of that? The Fendi was too heavy for me but this Missoni is great. Love it. No 1 ad of the season.
The Editor: Someone once wrote that glamour is the state of being envied. An enviable state. I look at Gisele in this campaign and I go green with envy. Green for her face, body, hair, skin, clothes, cheekbones. Green for this world she's in. It's so fab I could vomit! Mert n Marcus takes glamour into another world. The world of a computer generated hyper-reality. These are impossible colors. Impossible textures. And if there is one brand in the universe that is about color and texture it's Missoni. And so the ad relationship to the brand is hysterically perfect. I adore it even as I burn with jealousy. It's THE ad of the season!

Read the previous Top 10 Campaigns: Fall 2001