MARGHERITA MACCAPANI MISSONI PRESENTS THE NEW COURSE OF M MISSONI, STARTING FROM A TRAM TO THE WORLD
Finally some novelty. Apart from the latest Prada collection, the Milan Fashion Week has not proved so compelling in terms of creativity. Emerging talents apart, with the exciting show by Tiziano Guardini, little has been viewed. But there is a brand, not really new to the sector, that has surprised: M Missoni. And for several reasons. The presentation, on a Milanese tram ad hoc decorated for the event, models without distinction of gender, weight and skin tone, colors to no end (an aspect that everyone was expected to see the name of the company), and a return to the origins. After years, in fact, M Missoni has returned to the Missoni family and is led by creative director Margherita Maccapani Missoni.
The collection, produced by Gilmar, is designed for women. However the gender fluid motif is constant almost every look. And the fluidity is also revealed in production. Unlike the parent company, made entirely in Italy, M Missoni is produced in different parts of the world. Taking advantage of this decision, Missoni has decided to create clothes also in developing countries: «The garments are made in various parts of the world from Portugal, Romania, China and for this reason, unlike Missoni which is produced over 50km, I decided to produce some items in countries like Ethiopia, in a company where wages are higher than average, to create jobs there. In the future we will produce knitwear in Peru, we are working with plots in India, in Ghana. We are located for commercial reasons but we try to be so also for noble reasons», explains the designer.
THE GENESIS OF M MISSONI 2.0
But with the important cultural and aesthetic heritage of the family brand, how is a brand (re)born with the same DNA? «Missoni was born as a clothing brand to wear from morning to night, elegant but without commitment: knitwear and jersey were chosen precisely in that perspective. This concept has been lost a bit over the years in favor of a higher fashion which Missoni rightly became the protagonist, but I now want to take back that other aspect that can attract a new audience, a new generation», says Missoni .
A second line in all aspects with the addition of personality.
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