In the ever-challenging business landscape, sustaining a family-run enterprise like Missoni can be a daunting task, especially in the midst of a global pandemic. Angela Missoni, the renowned creative director and daughter of the fashion house’s founder, offers insights into navigating these turbulent times, preparing for the upcoming season in September, and the valuable lessons we can glean from this unique historical moment.

As Italy implemented strict lockdown measures, Angela made the strategic decision to leave her airy Milan apartment, overlooking the Giardini Pubblici, and return to the family’s villa in Sumirago—the very place where Missoni’s legacy began in 1969. Surrounded by her mother Rosita, daughters Margherita and Theresa, grandsons, grandnephews, and a grandniece, the Missoni family remains dedicated to their work amidst the tranquil confines of their ancestral home.

Angela emphasizes the importance of smart working, a practice the Missoni team has embraced long before it became a buzzword. Despite the challenges posed by the pandemic, Angela is diligently working on the collection slated for Milan’s next Fashion Week in September. Given the cancellation of the June menswear runway season, like many other fashion houses, Missoni is preparing for a co-ed show in the fall.

With an eye toward diversity and safety measures such as social distancing, Angela expects September’s show to be unlike any other. The team continues to foster a culture of collaboration, with an abundance of fresh ideas emerging during this period, promising innovative projects and creative merchandising concepts.

Missoni’s pre-collection for fall, which was introduced before the pandemic’s gravity fully materialized, experienced robust sales. However, the realities of COVID-19 prompted retailers to delay their orders, leading Missoni to take measured steps to scale back production.

Looking ahead, Angela Missoni predicts a persistent desire for distinctive personal style and a return to values rooted in tradition. Missoni’s enduring commitment to these principles positions the brand for a significant role in the fashion industry’s future.

In recent developments, M Missoni, under the creative direction of Angela’s daughter Margherita, forged a strategic partnership with AwaytoMars, heralded as «the world’s first 100% user-created fashion brand.» This collaboration invites designers to draw inspiration from themes culled from Missoni’s rich archives, fostering creativity and innovation.

In the midst of the pandemic, Angela expresses her concern for the fashion industry at large. The crisis has led to introspection about industry practices, including the rush to sell collections before runway shows. Missoni advocates for a reconsideration of these norms, especially for brands heavily reliant on wholesale distribution.

Angela Missoni commends Carlo Capasa, President of the Camera Nazionale della Moda Italiana, for his advocacy of government support, recognizing Italy’s pivotal role in global luxury production.

Regarding social media, Angela observes a shift in the relevance of influencers, many of whom have fewer avenues for expression in the absence of public events.

In conclusion, Angela Missoni views this period as an opportunity for rediscovery and a reaffirmation of family bonds. The pandemic has underscored the significance of enduring family values, leaving an indelible mark on the younger generation. While challenges persist, Missoni remains unwavering in its commitment to these values, its pivotal role in shaping the future, and the enduring spirit of creativity that will guide the brand through these uncertain times.

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