ITALIAN knitwear brand Missoni has long been known as a luxury label, but increasingly, its signature zigzag designs and vibrant colours are making inroads into more affordable lifestyle brands.
 
The 58-year-old family-run fashion house is in fact committed to go down market through more co-branding efforts, as it is works at staying relevant for younger consumers.
 
Citing Missoni's collaboration with sparkling water brand S. Pellegrino as an example, Angela Missoni said the partnership has raised Missoni's profile considerably. The creative director of Missoni's main line learnt from her daughter Margherita that Twitter is abuzz with chatter about the unlikely collaboration, and she is very pleased with the heightened awareness about Missoni.
 
The brand's marketing director Vittorio Missoni also added that being able to capture a new audience through such collaborations is very satisfying.
 
Missoni's colourful prints can also be seen on Converse sneakers, Havaianas flip-flops, Bugaboo strollers and Toywatch Timepieces. Come September, Missoni will also join hands with US retail chain Target to launch over 400 pieces of men's, women's and children's clothing.
 
Angela, Vittorio and Margherita Missoni made a brief stopover in Singapore to attend the Audi Fashion Festival (May 13-19). The brand’s Autumn/Winter collection was featured in the opening show. You can catch the stunning collection and find out more about the Missoni family on RazorTV here.