Saturday, February 25, 2017

Missoni MFW fall 2017



There is something about a heritage brand that keeps you coming back for more even after they have  strayed too far from their original roots or DNA and ventured into the world of trenoidal fashion. The case in point is Missoni who built their reputation on knits… sweaters and sweater dressing to be precise (with a distinct color palette) and if there was ever a time to tap into that DNA, this is the season to do it. 
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Having been around fashion for longer than most have been on this earth, I am reminded regularly that if you stick to what you do best then eventually you rise to the top of your game. Fashion observers, critics and designers seem to believe that rocking the world or trying to shock and awe are the only ways to truly be fashionable or for that matter fashion worthy or that most hated of words… relevant!
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When perusing the images please take note that Missoni is best when it focuses on what they do best and falters most when it strays to that alien territory of trying to be too of the moment or too much of a design house. I am usually nonplussed by their collections since they try far too hard to be what they are not but this season they are able to be powerful and potent with their offerings. One might go so far as to say they may just “suffer” a revival if not gain a whole new audience. It is not so much stepping out of your comfort zone but how you do it and this season they are an Olympic 10!
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My question has always been the same and that is why ... after you spend decades building a brand identity do you suddenly decide to toss it in the trash and in the process surrender your market share?
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The photos tell the story and if you are cognizant of what made Tai and Rosita Italian fashion royalty... Well then it is time to find out why Google was invented!