MISS SIXTY
A Night of Bold Energy and Iconic Fashion at machine-a
On the night of 3 April, Miss Sixty’s Summer 25 campaign launch event, held at the iconic Machine-A in Soho, London, marked a bold and vibrant new beginning—like spring returning after a long winter. Breaking its long silence, Miss Sixty transformed the space with its signature bold colours and free-spirited energy.
Founded in 1991 by Wichy Hassan and Renato Rossi, Miss Sixty became so iconic with its daring poses and vivid campaign imagery that the term “Miss Sixty Girl” was born. Although the brand had faded for a time, the resurgence of the Y2K trend brought it back into the spotlight, and this campaign served both as a teaser and a statement of its return.
The Summer 25 campaign, featuring Bella Hadid, embraced a retro-inspired supermarket theme, reinterpreting Miss Sixty’s archive through a contemporary lens. The creative team included photographer Carlijn Jacobs, styling by IB Kamara, and art direction by Frederic Saint Parck.
For the event, Machine-A was transformed into a real-life version of the campaign’s supermarket set, turning the venue into a space where visitors could fully embody the bold “Miss Sixty Girl”. Guests pushed shopping trolleys like Bella Hadid, posed for photos, and immersed themselves in the nostalgic vibe as the party gathered momentum. The atmosphere reached a peak with the appearance of art director Frederic Saint Parck, and everyone present reveled in the electrifying energy of the moment.
The event also unveiled a striking collaboration between Miss Sixty and Mowalola. First revealed at Mowalola’s SS25 show, the partnership marked the meeting of the Miss Sixty Girl and the Mowalola Girl—a fusion of style icons from past and present.
Miss Sixty’s summer 25 collection in-store installation will run from 3 to 22 April at Machine-A, offering a rare opportunity to experience the brand’s distinctive aesthetic firsthand.
