Born from a love story and a passion for creativity, Missoni was founded in 1953 by Ottavio "Tai" Missoni and Rosita Jelmini in Gallarate, Italy. Ottavio, a former Olympic hurdler, brought an athlete’s precision to design, while Rosita contributed her deep knowledge of textiles. Together, they launched a small knitwear workshop that would go on to transform Italian fashion. Their vision was to combine artisanal craftsmanship with bold artistic expression — and in doing so, they laid the foundation for one of Italy’s most iconic fashion houses.
By the 1960s, Missoni was captivating audiences with its unique approach to knitwear. The brand introduced vibrant zigzag patterns, stripes, and kaleidoscopic colour combinations that challenged the conventions of the time. A pivotal moment came in 1967 during a fashion show in Florence, when the brand made headlines after models walked the runway in sheer knits that revealed more than expected under the lights. The incident, while controversial, catapulted Missoni to international fame and cemented its image as a bold and free-spirited innovator.
Throughout the 1970s, Missoni’s distinctive aesthetic became synonymous with the Italian luxury boom. With its intricate patterns and rich textures, the label was celebrated as wearable art, earning the prestigious Neiman Marcus Fashion Award in 1973. Missoni’s colourful designs reflected the optimism and experimentation of the decade, making them favourites among tastemakers across Europe and America. Each piece embodied the brand’s signature philosophy: fashion should express individuality, joy, and creativity.
As the brand grew, so did its universe. In the 1980s, Missoni expanded beyond clothing into home décor, accessories, and fragrances, establishing Missoni Home as a lifestyle extension of the brand. Rosita led the charge, translating the label’s vibrant knit patterns into interiors and furnishings, while their children — Angela, Vittorio, and Luca — joined the family business. The brand’s expansion reinforced its identity not just as a fashion house, but as a symbol of Italian artistry and elegance.
In 1997, Angela Missoni took over as Creative Director, ushering in a new era of modern sophistication. She refreshed silhouettes, introduced contemporary collections, and attracted a younger generation without losing the essence of Missoni’s heritage. High-profile collaborations, including a hugely successful partnership with Target in 2011, brought the label’s luxurious knitwear to a global audience. By the late 2010s, Missoni embraced new investment from Fondo Strategico Italiano, signalling a shift toward international growth while preserving its family-driven spirit.
Today, Missoni stands as a beacon of Italian luxury and creativity, celebrated for its timeless patterns, bold colours, and impeccable craftsmanship. More than a fashion brand, it represents a way of life — joyful, expressive, and deeply rooted in artistry. From its humble beginnings in a small Italian workshop to global runways and chic interiors worldwide, Missoni’s journey is a testament to the power of family, innovation, and staying true to one’s vision.
