Missoni

Early beginnings

The business was founded in 1953, when Ottavio and Rosita Missoni set up a small knitwear workshop in Gallarate, Italy. They presented their first collection under the Missoni label in Milan in 1958. The business prospered, with the support of fashion editor Anna Piaggi, then at Arianna magazine. Rosita met the French stylist Emmanuelle Khanh in New York in 1965, which led to a collaboration and a new collection the following year. In April 1967, they were invited to show at the Pitti Palace in Florence. Rosita told the models to remove their bras, supposedly because they were the wrong colour, and showed through the thin lamé blouses. The material became transparent under the lights and caused a sensation. The Missonis were not invited back the following year, but the business grew; a new factory in Sumirago was built in 1969. Missoni designs were championed in the US by Diana Vreeland, editor of American Vogue, and a Missoni boutique was opened in Bloomingdales.

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.

Second generation

Rosita Missoni lost interest in fashion in the 1990s and was succeeded by her daughter Angela in 1998 while Rosita took over Missoni Home.

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. From 2007 until 2009, Massimo Gasparini briefly served as the company's CEO, setting up a new organizational structure and streamlining its product offer.

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.

Death of Vittorio Missoni

On 4 January 2013 a plane carrying Vittorio Missoni, then CEO of Missoni, went missing off the coast of Venezuela. On 27 June 2013, the Venezuelan government announced that remains of the aircraft had been found north of Los Roques archipelago. Vittorio's body was recovered along with those of the other passengers.

Death of Ottavio Missoni

Ottavio Missoni died during the night between 8 and 9 May 2013, at the age of 92.

From 2013, designer Patricia Urquiola was responsible for redesigning the label's stores. In February 2014, Angela Missoni hired Rossella Jardini, former creative director of Moschino, as a consultant.

Missoni Sport

Missoni Sport was first launched in 1985 under the creative direction of Luca Missoni. It was initially licensed out to Malerba, brought in-house in January 2002 and eventually discontinued in 2007.

Missoni Sport was relaunched in 2022, 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.

M Missoni

M Missoni, a less expensive line, was introduced in 1998 and initially manufactured and distributed by Marzotto. Margherita Maccapani Missoni, granddaughter of Rosita Missoni, served as the label's creative director from 1998 until 2021.

In 2012, M Missoni launched its first accessories collection. 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.