Missoni launches new brand, M Missoni, creating fashion from repurposed materials and designs
October 24, 2019: Italian fashion brand Missoni recently launched a new side of Missoni, Missoni M. Considered as a piece of the Missoni DNA, this new fragment will ignite new stories, takes and interpretations.
M Missoni is a free-spirited angle, using the archive as a lively place and a treasure trove, irreverently playing with authorized appropriation. The familiar Missoni codes are flipped and turned into a new aesthetic, experimenting with bits and pieces that are recycled, repurposed and upcycled: scarves turn into dresses, leftover yarns into pullovers, furnishing fabrics into coats. Scraps of different fabrics are sawn together.
An old perfume ad is used as a print, surplus buttons are amassed into necklaces. Old logos, long lost prints get a new life. The approach is fun and free, contemporary and responsible to booth, translating into pieces of clothing that can be mixed and matched according to individual whims, making the needs of daily life, everywhere, easy and playful.
M Missoni, ultimately, is an open source, ready to be reused, remixed, respected for days on end.