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home  /  men  /  brands  /  missoni


Missoni is, first and foremost, a family affair spanning three generations. It made its debut at Wembley Stadium in London during the 1948 Olympic Games in which Ottavio Missoni took part as a member of the Italian national track and field team. Although he did not win, fate handed him a completely different reward. He found his true love, Rosita Jelmini, who took a break from her language studies to cheer on the sportsmen from her native country. Back in their homeland, the two young lovers tied the knot, settling in the Lombardy countryside. In 1953, they set up their textile company specialising in knitwear. At the end of the 1960s, the brand began to make a name for itself, when during its show at the Pitti Palace in Florence, its models appeared on the catwalk in transparent blouses. The scandalous event captured the attention of influential fashion editors such as Anna Piaggi and Diana Vreeland for Vogue USA, defining Missoni as an adventurous, avant-garde brand and bringing it global recognition. The first boutique opened in the States in 1970, followed by a second in Milan, marking the start of the Italian success story. Capitalising on this popularity, the founding duo diversified the brand's business by introducing a men's ready-to-wear range, household linen, a perfume collection and eventually hotels.
Its signature? Multicoloured zig-zag knitwear pieces, crafted using the stitch joining technique originally used for making shawls and bedspreads. In the Missoni family, this knowledge was passed on from mother to daughter, so it was only natural that Angela, the couple's youngest daughter, took over as Artistic Director in 1997. She breathed new life into the design house's somewhat overly classic image, giving it a more relaxed feel while maintaining the zest for life that characterises its collections. As for menswear, its silhouettes combine traditional craftsmanship with innovative textures, punctuated by a kaleidoscopic palette and handmade prints, portraying a chic hedonist.
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