Just found the NYT article 'Outsider Art Finds Its Place in Fashion' by Suzy Menkes. Seems that Missoni packed up the entire family and flew from Italy to London for a multigenerational photo shoot at the cult private museum
Like a madcap traveling circus of party people, the Missoni family descended on Peter Blake's private museum in London last month.
Menkes writes, "Angela Missoni, the creative director, first saw the Museum of Everything, in London’s Primrose Hill, during the Frieze Art Fair in 2009. “I thought it was fantastic and very close to my aesthetic — I don’t consider myself a collector — I am an assembler,” said Ms. Missoni, who believes she has inherited a magpie vision from her mother, Rosita, whom she took to see the exhibition when it traveled to Turin."
Missoni says, "When I was ready to do a new project for the campaign, I was thinking about Peter Blake, who had an exhibition in Venice, and then I realized that he was doing an exhibition at the Museum of Everything,” she says. “I asked Juergen Teller to do the pictures — and we put it all together.
"So on a bleak winter day, the patriarch Tai Missoni with Rosita, daughter Angela, sons Vittorio and Luca and the vast cousinhood they have spawned, sat at long tables lunching, as if 'al fresco in Italy'."