Missoni are launching another collection and it's not the contemporary line that appears to be on the cards after the success of their collaboration with Target. The brand's latest one-off collection is all in aid of OrphanAid Africa. Launching on November 10th in Milan and November 15th in New York, the capsule collection - called M Missoni for OrphanAid - will help feature 12 pieces all in the brand's signature zig zag print with prices peaking at €120.
The collection sees Margherita Missonimodel in the campaign and marks her first collection designed independently. 'The choice of colours was instinctive; it was the combination that I liked the most,' Missoni said when asked about the line. 'Pink is symbolic, it refers to childhood, and red to Africa, and together they were aesthetically pleasing. The pattern in itself is something that is ours, that belongs to us’.
Yesterday, ahead of today's New York Fashion Week festivities, Missoni held a private launch party and they pop up store on Sixth Avenue to celebrate the unveiling of their collection for Target.
Doutzen Kroes, Rachel Zoe, Camilla Belle and the whole Missoni family were in attendance.
As we reported earlier this month, in aid of their collaboration with Target Missoni are working on a selection of videos to help you incorporate their signature printed pieces into your wardrobe. The first video is out and sees Margherita Missoni talk us through the brand's heritage and how the Target collaboration campaign came to life.
If this doesn't get you excited about the September 13 launch, we don't know what will.
In the fashion industry we all love Missoni. I mean, what's not to love? Their signature prints are classic yet modern and they're known for producing some of the best knitwear around. So why are they collaborating with budget retailer Target? “We really wanted to reach a large audience,” Angela Missoni told The New York Times. “As Missoni, we have a big name but we are not a huge company, so there’s not much product around.” On second though, that seems true. Although the brand is a firm fixture in the wardrobes of many fashion insiders - hello Rachel Zoe and even baby Skykler - they've still got some work to do in the American market. As Jeffrey Buchman, professor of advertising and marketing communication at FIT, explained, brands are using budget retailers like Target to reach new consumers and boosting brand awareness.
This focus on increasing the brand's visibility is clear in their marketing strategies. Get ready for Margherita Missoni to share her must haves from the 400-piece collection, as well as appearing in a selection of videos to help you incorporate their bright printed pieces into your wardrobe.The collection will also be made available in a pop-up shop in Bryant Park during fashion week.
The Missoni for Target collection will be in Target stores from Sept. 13 through Oct. 22.
