The success of the Missoni-Target collaboration inspired Missoni to come up with another affordable line that will be international.
The Italian fashion company that made its name on patterned knitwear started out to create low-cost clothes lines at the beginning of the fall with a 400-piece batch that hit the market at Target, a US department store chain. The pieces showed a significant drop in Missoni prices – most of them were sold at prices under $50, while a typical collection dress easily reaches over the $1,000 mark.
Fashion fans rose to the bait as one, and the batch was an instant sellout all over America, the online store also taken by storm. No wonder Margherita Missoni is all for developing on the project and is considering future collaborators for more of the same.
An interview published in the Los Angeles Times on October 30 caught the 28-year-old designer surrounded by her family (mother Angela and grandmother Rosita) weighing the possibilities. The following clothing line is expected to come out a little more pricey than the Target batch, and there’s a strong probability that Macy’s will be the department store that will take care of the American part of the sales.
As for collaborators in Europe, Missoni gave out that she has too many options to sort out “because everyone is interested,” and for the time being she is unable to arrive at a final decision – though she has little time to make up her mind!
Part of the problem lies in the fact that the future collaborator will have to deal in different categories, for that is the idea behind the oncoming collection. It was one of the success factors at Target, says the designer – if people didn’t want a top they were glad to snatch up a blanket or a glass. As Missoni puts it, people should be allowed to “put a zigzag on anything.”
For now it looks like there’ll be Macy’s for the States and some unannounced-as-yet partner in Europe.
Macy’s can already boast previous successful collaborations with a number of designers including Karl Lagerfeld, Giambattista Valli, and Matthew Williamson.
Source of the image: Stylebistro.