Missoni Men

Missoni is above all a family story that has lasted for three generations. Elle began at Wembley Stadium in London during the 1948 Olympic Games in which Ottavio Missoni participated as part of the Italian national athletics team. If he does not win, destiny offers him a completely different reward: that of finding love with Rosita Jelmini, taking a break from his linguistic studies to come and encourage the athletes of his homeland. Returning to their native land, the two young lovers said yes, settled in the Lombard countryside and founded their textile company specializing in knitwear in 1953. However, it was not until the end of the 1960s that the brand began to make a name for herself when the scandal broke out after the fashion show at the Pitti Palace in Florence featuring models in transparent blouses. An anecdote that will capture the attention of influential fashion editors like Anna Piaggi or Diana Vreeland for Vogue USA which qualify Missoni as a bold, avant-garde brand and thus give it international notoriety. The first store opened in 1970 in the United States followed by a second in Milan: the Italian success story was launched. Taking advantage of this enthusiasm, the founding duo diversified the label's activities and introduced men's ready-to- porter , household linen, a perfume collection and later hotels.
Signature ? Multicolored zig-zag knitted pieces, fashioned from the stitch assembly technique originally used to make shawls and bedspreads. At the Missoni , this know-how is passed down from mother to daughter, so it was only natural that Angela, the youngest of the couple, took over the artistic direction in 1997. Elle spiced up the look that had become a bit too classic of the house and infuses it with a relaxed note while retaining the joie de vivre that characterizes the collections. On the men's side, the silhouettes combine artisanal tradition and innovative textures, punctuated by a kaleidoscopic palette and handmade prints, painting the portrait of a chic hedonist.