Missoni

Tied to the aesthetic innovation and technical invention that have always changed the identity of knitwear, Missoni is one of the best known, loved and recognized fashion and design brands in the world. Missoni style is the result of a partnership between Ottavio and Rosita who decided, in 1953, to set up a knitwear business, and were soon at the cutting edge of Italian fashion. The couple started a family and their children Vittorio, Luca and Angela, the brand’s creative director since 1996, grew up in direct contact with their parents’ work. Closely involved with the business, they took on increasingly responsible roles, becoming co-creators in a project that continues to seduce and excite today. Missoni is now one of the best representatives of Italian fashion and design excellence around the world. Missoni inaugurated and affirmed an unmistakable way of dressing and living: with a colorful “put-together” of zigzag motifs, stripes, waves and slub yarns in a patchwork of geometric and floral jacquard. The brand had a smashing debut at its first 1967 fashion show in Florence. The collection was comprised of sheer Lurex dresses, which proved to be problematic when it came to concealing the models’ white undergarments. “It simply wasn’t appropriate,” said Rosita. “They could keep the panties, but they had to take off their bras.” The bra-less models became the scandal of Florence, which proved to be more of a gift than a curse. The following season, Yves Saint Laurent showed his famously sheer collection, embracing the concept of fashion sans undergarments. The Italian brand made its debut in the United States by famously winning over Diana Vreeland during a trip to New York City. Upon seeing the couple’s colorful clothes Ms. Vreeland remarked, “Who says a rainbow has seven colors? It has many shades. “ The brand erupted in the United States and Europe, becoming the epitome of cool-girl 70’s fashion.
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