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Missoni is an Italian luxury fashion house based in Varese, and known for its colourful knitwear designs. The company was founded by Ottavio Missoni ("Tai") and Rosita Missoni in 1953.
Missoni reached the peak of its influence in the fashion world in the early 1970s (though has since been the subject of revivals in interest as new generations of fashion writers discovered the appeal of its core knitwear). Tai Missoni then became more interested in other projects, designing costumes for La Scala, carpets, and tapestries.
In 1996 the Missonis transferred control of the business to their three children: Vittorio Missoni became marketing director; Luca (born 1956) was menswear designer until 2008; Angela (born 1958) was womenswear designer, and took over menswear in 2008 when Luca became responsible for the Archive and Events. By 2005, Missoni earned 60 to 70 per cent of its revenue from womenswear.Robert Galbraith (20 January 2005), Putting the accent on dressing down New York Times. From 2007 until 2009, Massimo Gasparini briefly served as the company's CEO, setting up a new organizational structure and streamlining its product offer.Amanda Kaiser (29 May 2007), Missoni CEO to Pilot Major Changes Women's Wear Daily.Luisa Zargani (3 November 2009), Gasparini Leaves Missoni Women's Wear Daily. On 13 September 2011, Missoni made headlines briefly when Target Stores offered low-cost variants of Missoni products in their stores and on their website. Most items sold out within 24 hours, there were long queues outside stores and the Target website was overloaded. Some items appeared at higher prices on eBay within hours and Target did not restock.Sandra M. Jones (13 September 2011). Target hits it big with Missoni collection: Demand dries up 6-week supply in 1 day. Chicago Tribune. Accessed May 2014.
From 2013, designer Patricia Urquiola was responsible for redesigning the label's stores.Alessandra Turra (11 April 2013), Missoni Unveils New Flagship Concept Women's Wear DailyAli Morris (2 February 2015), Missoni weaves a bold new design direction into its rue Saint-Honoré Paris store Wallpaper. In February 2014, Angela Missoni hired Rossella Jardini, former creative director of Moschino, as a consultant.
In 2021, Angela Missoni was succeeded at the helm of the women's line by Alberto Caliri.Alessandra Turra (28 July 2021), Missoni Wants You to Live in Colors Women's Wear Daily. The following year, Missoni named Filippo Grazioli its new creative director, with Caliri overeeing Missoni Sport and Missoni Home.Luisa Zargani (17 March 2022), Exclusive: Missoni Names Filippo Grazioli New Creative Director Women's Wear Daily.
In October 2024, Missoni announced the departure of Grazioli and the reappointment of Alberto Caliri to the creative director position.
Missoni Sport was relaunched in 2022,Luke Leitch (17 March 2022), Missoni Changes Its Stripes: Givenchy Alum Filippo Grazioli Is New Creative Director Vogue now produced in-house as a wellness and comfort line, retailing at around 20 per cent less than the signature brand. In 2023, it launched a capsule collection of tracksuits, cardigans, hoodies and sweatshirts in collaboration with soccer player Mike Maignan.
In 2012, M Missoni launched its first accessories collection.Merle Ginsberg (29 May 2012), M Missoni to Launch First Accessories Line The Hollywood Reporter. Missoni later brought the M Missoni line in-house in April 2018, selecting Italian manufacturing company Gilmar SpA as a production partner for the line. This followed the expiration of the licensing agreement with Valentino Fashion Group, which had first been signed in 2005.Luisa Zargani (18 March 2021), CEO Talks: Missoni’s Livio Proli on Reorganization, Freezing M Missoni Line Women's Wear Daily.
By 2019, M Missoni's sales amounted to around 30 million euros. Also in 2019, Margherita Missoni presented her first full collection as the label's creative director.Carola Long (20 September 2019), Fendi and M Missoni offer feel good clothes Financial Times. By 2021, M Missoni was discontinued.
In 2012, Missoni Home launched its cooperation with the 645-unit Acqua Livingstone tower in Manila, as the first residential building in the world for the brand to fully equip.Merle Ginsberg (26 March 2012), First Residential Building With Interiors By Missoni Opens in the Philippines The Hollywood Reporter.
In 2021, Missoni signed an agreement with Dar Al Arkan Real Estate Development Company to use its Missoni Home line to decorate the apartments and penthouses of the Urban Oasis, a 38-floor waterfront building under construction by the Dubai Canal. As part of Missoni Home, the company launched the Missoni Resort Club project in 2022, customizing the Le Carillon beach club in Paraggi and the One&Only Reethi Rah resort in the Maldives. By 2023, a Missoni Resort Club outpost opened in collaboration with Nikki Beach Costa Smeralda in Porto Cervo.Sandra Salibian (14 July 2023), Missoni Takes Over the Nikki Beach Costa Smeralda in Sardinia Women's Wear Daily.
In 2011, Target offered Missoni for Target, a limited-edition collection including home goods; accessories; and apparel for women, men, girls, and babies both in stores and online.Lynden Volpe (7 September 2011), Missoni Visits Target Vanity FairEmanuella Grinberg (13 September 2011), Missoni for Target line creates Black Friday-like demand CNN.Stephanie Clifford (13 September 2011), Demand at Target for Fashion Line Crashes Web Site New York Times.
In 2017, Missoni Baia, Missoni's first venture into residential real estate development, broke ground in the Edgewater neighborhood of Miami, Florida.C. J. Hughes (21 April 2020), The Latest Fashion Accessory in Miami: A Luxury Condo New York Times. The 249 unit complex will be completed by the end of 2022.
In 2018, Missoni and Safilo entered into a five-year global licensing agreement for the production and distribution of prescription eyewear and sunglass collections for both the main label and M Missoni.Luisa Zargani (19 December 2018), Missoni, Safilo Ink Eyewear Licensing Agreement Women's Wear Daily. In 2019, the company signed a global licensing agreement for the design, production and distribution of watches with Timex Group.Martino Carrera (4 December 2019), Missoni Signs Watch License With Timex Women's Wear Daily.
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