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!
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