ZIG, MEET ZAG: Stripes and dots and flowers, oh my! In a new editorial spread and short film, Missoni has teamed up with photographer Rankin to tell the humorous story of a lonely Zig looking for her Zag in a world filled with more conventional patterns. The play on the Italian fashion brand’s signature zigzag motif is also intended to promote a new line of bags designed by Margherita Missoni.

“Missoni has a unique creative flair, and it was this approach that was a real gift in the creation of this video, as the brand was unafraid to let me push that and create something slightly unusual, colorful and endearing,” said Rankin, adding, “The industry we work in can be so serious at times, and it was a pleasure to be able to play around and create something ironic and light-hearted, while still staying true to all that Missoni stands for.”

This story first appeared in the September 24, 2013 issue of WWD. Subscribe Today.

The fifth issue of Rankin’s biannual Hunger magazine features an eight-page Missoni zigzag spread, while the video will soon be posted to the HungerTV Web site.

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