14 May '11, 2pm

Missoni for the masses Italian knitwear brand Missoni has always been known as a luxury label but it has recently been g

Missoni for the masses Italian knitwear brand Missoni has always been known as a luxury label but it has recently been g

ITALIAN knitwear brand Missoni has long been known as a luxury label, but increasingly, its signature zigzag designs and vibrant colours are making inroads into more affordable lifestyle brands. The 58-year-old family-run fashion house is in fact committed to go down market through more co-branding efforts, as it is works at staying relevant for younger consumers. Citing Missoni's collaboration with sparkling water brand S. Pellegrino as an example, Angela Missoni said the partnership has raised Missoni's profile considerably. The creative director of Missoni's main line learnt from her daughter Margherita that Twitter is abuzz with chatter about the unlikely collaboration, and she is very pleased with the heightened awareness about Missoni. The brand's marketing director Vittorio Missoni also added that being able to capture a new audience through such collaborations is v...

Full article: http://www.divaasia.com/article/13328

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Missoni for the masses

Missoni for the masses

straitstimes.com 14 May '11, 9am

Angela Missoni said the partnership has raised Missoni's profile considerably. The creative director of Missoni's main lin...