Italians are known to have very good sense of style. Their manner of dressing up is always very fashion-forward, edgy without being weird and sexy without being too risqué.
One famous Italian fashion brand is Missoni. The Missoni label is a unique brand in ready-to-wear Italian fashion. What started off as a tiny workshop belonging to a newly wed couple has become a leading trendsetter for Italian knitwear, their multicolor and geometrical weaves seen on the streets of every city in the world.
The Italian fashion house was founded in 1953 by Ottavio “Tai” Missoni and his wife Rosita Jelmini. The couple had met in 1948, at the Olympic Games in London, where Ottavio ran in the hurdles and Rosita was in the crowd. It was love at first sight and from that moment on they never parted.
The couple’s breakthrough came in 1964 when they met the French designer Emmanuelle Kahn and decided to do a knitwear collection together, which they showed in Milan two years later.
The French-Italian collaboration brought the Italian designers success which was helped by the controversy created during the presentation of their collection at Palazzo Pitti in 1967.
Missoni’s models had to walk down the runway bra-less, Rosita’s idea as she thought that their underwear didn’t go with the dresses. The public and critics didn’t like the transparent effect but the ensuing publicity helped introduce the Missoni name to a wider public.
The Missonis have survived the years intact, with no scandals, shootings or skeletons falling out of the cupboard. And they remain in control, having resisted buyouts – unlike, say, the Fendis. (Five Fendi sisters have run the company since the death of their father in 1978 but the company is owned by LVMH).
As Angela says: “We have grown with the cult of the family. To my mother that was the most important achievement. Family harmony was always her goal.”
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