M Missoni is another angle on Missoni, a free-spirited one, using the archive as a lively place and a treasure trove, irreverently playing with authorized appropriation. The familiar Missoni codes are flipped and turned into a new esthetic, experimenting with bits and pieces that are recycled, repurposed and upcycled: scarves turn into dresses, leftover yarns into pullovers, furnishing fabrics into coats. Scraps of different fabrics are sawn together. An old perfume ad is used as a print, surplus buttons are amassed into necklaces. Old logos, long lost prints get a new life.
M as a piece of the Missoni DNA: a fragment that is true, and that as such ignites new stories, takes, interpretations.
M as Margherita: Creative Director of the brand, a member of the Missoni family and a bearer of her own Missoni history and heritage, entitled at offering another point of view. Her own point of view in fact, on Missoni, discovering the unsung songs, unearthing the forgotten gems, taking the scraps, the bits and the pieces, putting them in the blender and mixing them all back together.
The approach is fun and free, contemporary and responsible to booth, translating into pieces of clothing that can be mixed and matched according to individual whims, making the needs of daily life, everywhere, easy and playful. Everyone is welcome.