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Brand Focus: Missoni
Ah, Italy! A land of gastronomic delights, artistic wonders, and, of course, impeccable fashion. It has witnessed the rise of many world-famous fashion brands that transformed from a single dream into powerful dynasties.
In the case of Missoni, the brand's genesis lies in the shared dream of two individuals.
From a modest venture into knitwear by a young couple, Missoni has blossomed into an international brand, becoming a captivating family affair.
Missoni sets itself apart with loyalty to its roots, whether in the form of cherished family values or the iconic zigzag pattern that has adorned its collections since its inception. Plus, who doesn’t love a power couple?
The Origin Story
Missoni’s story begins with Ottavio Missoni, athlete, and Rosita Jelmini, student.
Meeting during the 1948 Olympics in London, which Ottavio was participating in, they embarked on a journey that led to the founding of their small business in 1953 in Gallarate, Italy.
They both had prior experience to build on: Rosita from her family's shawl and embroidered fabric factory; Ottavio from his previous business producing knit tracksuits.
The couple presented their first fashion collection, Milano-Simpathy, in 1958. Originally named Maglificio Jolly, they swiftly rebranded to Missoni when La Rinascente, a high-end department store, placed an order for 500 dresses.
They were already off to a great start, and their second fashion show became another pivotal moment. Hosted in a swimming pool venue with inflatables, what started as a show ended as a memorable pool party when the models fell in the water.
The brand caught the eye of Arianna magazine editor Anna Piaggi, propelling them into the limelight.
In 1967, an incident backstage at Palazzo Pitti in Florence created a stir when models were sent out braless. Despite not being invited back the next year, Missoni's success continued to soar.
The next winter, Yves Saint Laurent embraced the nude look. Coincidence? I think not!
Missoni's connection with editor of American Vogue Diana Vreeland was crucial to their expansion in the US. She made introductions with buyers, and the opening of their store in New York’s Bloomingdales in 1970 marked the brand's global expansion.
The brand further evolved, introducing its menswear line in 1998.
Who Leads Missoni Now?
As Ottavio and Rosita retired in 1997, their children took the reins.
Missoni’s brand identity is rooted in strong family values, and to this day the founding family retains a 59% stake in the brand. Operations are still based at the original headquarters in Galatella.
Since 2018, Italian investment fund FSI holds the remaining 41%, fostering a strategic partnership for sustained growth and innovation.
While family members have relinquished direct creative roles, they remain integral on the Board of Directors.
Missoni's new creative director since 2022, Filippo Grazioli, has taken charge of both men’s and women’s collections, creating a younger vision for the brand.
What is Missoni Known for?
Missoni’s signature style, rooted in bold stripes and intricate zigzags, has been a constant since its inception (there is even a zigzag in the logo).
Initially famed for colourful knitwear in sweaters, scarves, and dresses, Missoni has expanded its repertoire, even venturing into homeware.
You think patchwork is cool now? Well, the brand pioneered the 'put-together' look in the '70s, a free mix of patterns and colour knits that became a hallmark of Missoni designs.
Renowned for elegant yet colourful dressing, Missoni's lively aesthetic lends itself perfectly to bougie summer outfits- perhaps why one of the brand’s most profitable ranges is swimwear.
While historically women's collections garnered more attention, the brand has stepped it up with the men's line, drawing in a younger audience through collaborations with Palm Angels and Supreme.
Missoni has been endorsed and worn by the likes of Beyoncé, Kendall Jenner and Mike Maignan.
Typically less dressed up than its female counterpart, the men’s line offers a diverse range, from smart casual attire to athleisure and heaps of soft knits.
In a fashion world marked by evolution and trends, Missoni has crafted a firm brand identity, blending its rich heritage with contemporary strides.
Why is it Expensive
Missoni is one of those luxury brands where you aren’t just paying for the name- the price tag consistently matches the end product.
The brand’s meticulous attention to textiles reflects a legacy of research and innovation. Materials are carefully chosen to offer unparalleled comfort and fit.
Commitment to being a family-run, artisanal business holds significant sway with clients looking for authenticity and craftsmanship. Not to mention their ‘Made in Italy’ tags, which people instantly associate with high quality.
Sizing and Care Tips
If you are a regular buyer of Italian fashion, you’ll know that their sizing tends to run smaller than British standard. Missoni follows this trend, so expect sizing to be true to size or run slightly small.
Knitwear demands delicate handling – so play it safe by handwashing or dry cleaning.
If you have to, then machine washing on a delicate mode with a low temperature (max 30 degrees) should be fine, but tumble drying is a strict no-no, as it may cause shrinkage.
Air drying flat is the recommended method.
How to Spot Fakes
It can be quite easy to mistake items with zigzags and stripes for Missoni, which is good for anyone wanting to pull off an inspired look!
However, if you are trying to verify a product, remember that Missoni pieces are made in Italy (and the tag should specify such), and newer pieces may feature an RFID tag.
Overlocked seams are a classic finishing touch, but this detail alone doesn’t guarantee authenticity.
The Missoni brand remains an iconic name in the world of luxury fashion, celebrated for its distinctive style and unwavering commitment to quality craftsmanship.
This dynasty has shown willingness to evolve and modernise, and those qualities separates those who strive from those who are forgotten.
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