April 1953, Ottavio Missoni founded the Missoni brand. Production started in Gallarate, the founder decided to start research and study of wool products manufacturing. Business was immediately flourishing for the family with a very precise business direction. The creation of a brand identity was immediately sought since the sixties. 12 years after the opening after meeting Emmanuelle Khanh a collaboration between the brands started, a direction that nowadays seems normal and common, at the time it was almost absolute innovation in the fashion world.

From the first fashion shows, from the first collections, Missoni immediately made headlines. A funny episode. Just think of when, due to a mistake in the color of some bras to be matched in a fashion show at Palazzo Pitti, they ended up parading without a bra, in 1967. All the trade magazines talked about it, some cried scandal. And in the world of fashion, this is not always a negative event. In just two years from this episode, it conquered the covers of the most important fashion magazines, to name two, Elle and Vogue, the first helped the expansion in Europe starting from Paris, the second fomented the hype in the world starting from the USA.

The Missoni brand later expanded into perfume, real estate and other fashion-related industries. Like the Missoni home line of the brand. Many awards for the owners and directors of the brand over the years, Italy and its government have always considered it a proud Italian excellence. A rarity to receive the nomination of Cavalieri dello Stato Italiano for two members of the same company, for Ottavio and Rosita Missoni.


So much history, a continuous growth of fame and so much glory. But how did the Italian brand create such a recognizable style and be so much loved in the world, so much to be envied and to have indirectly generated so many copies for its patterns by other brands. The basis of everything, late sixties Missoni presents its zig zag style, immediately appreciated and seen as a style that gives a sense of modernity for that era. Then it became timeless in the years to come. The lines, the geometric patterns applied to fashion, to underwear.

The collections are renewed. The basic shaded colors alternate with bold contrasts. Despite the enormous expansion in the last 50 years, the brand is still in the hands of the Missoni family. Without ever losing its identity and the Missoni style that we know well.