M Missoni Plans Major Expansion Under New Creative Director

by Charles Manning

The Missoni Group didn’t have to look far in its search for a new creative director for M Missoni. Effective immediately, Margherita Missoni — daughter of Missoni Group creative director and president, Angela Missoni, and granddaughter of company founders Ottavio and Rosita Missoni — will step into the head creative role at the 20-year-old diffusion brand.

In her early 20s Margherita acted as Missoni’s lead brand ambassador, promoting her family’s company by wearing their distinctive knits at fashion-related events all over the world. In 2009, Margherita followed in her mother’s footsteps by joining Missoni’s in-house design team. She left the company a few years ago to pursue other personal and professional projects, but is excited about jumping back into the family business.  “Being identified as the person who can lead the future course of the new M Missoni fills me with pride,” said Margherita in a statement.  “It’s exciting to have the opportunity to set new paradigms and forge new directions for this brand, all whilst using the Missoni aesthetic which lives within me.”

Angela Missoni, Rosita Missoni, and Margherita Missoni at the Missoni for Target launch party in 2011 (PMC)

“I am both proud and overjoyed to welcome Margherita back into the Missoni Group as the creative director of M Missoni,” said her mother, Angela Missoni, via press release.  “In her professional trajectory within and outside the company, Margherita has demonstrated her considerable skills. Together with her natural understanding of style and her forward thinking creative capacities, she also proved to be an authentic and successful communicator of the house codes.  I am confident that Margherita’s talents will make M Missoni a relevant brand for the years to come.”

Rachel Chu, played by Constance Wu (R), wearing an M Missoni dress in the film adaptation of “Crazy Rich Asians.”

The Spring Summer 2020 collection will be the first under Margherita’s leadership, as Missoni Group prepares to grow the business with a wider range of product offerings and additional points of sale.

“I am certain that Margherita Missoni’s creative talent, personal charisma and strong feeling for trends, combined with her extraordinary social network, will contribute significantly in reaching a wide new and younger audience,” said Michele Norsa, vice president of the Missoni Group and industrial partner of FSI.  “Her diversified experience is fundamental to our plan for global expansion, which, in additional to increasing the M Missoni product offering, aims at significant growth both at retail and online.”

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