Quantcast
Channel: Missoni – Luxury Daily
Viewing all 115 articles
Browse latest View live

Top 5 brand holiday efforts of 2014

0
0
Tiffany & Co.'s holiday 2014 gift guide

Tiffany & Co.’s holiday 2014 gift guide

Luxury marketers this holiday season aimed to amuse consumers by creating playful initiatives that led to greater campaigns.

Brands and retailers found ways to intrigue consumers with brand collaborations and revamped previous campaigns with new digital additions. Consumers expect brands and retailers to have holiday campaigns, but doing them well and adding extra initiatives make some stand out among the others.

Here are the top five luxury brand holiday efforts of the 2014 holiday season, in alphabetical order.

Lexus December to Remember video still

Lexus December to Remember video still

Lexus muses on Santa’s magic in holiday campaign
Toyota Corp. brand Lexus is revving up its annual “December to Remember” campaign with more digital components and an updated theme.

The December to Remember campaign has become a fixture of the holiday season, and the automaker has used annual twists to keep bow tie-clad Lexus models seeming fresh. The commercials at the center of this year’s campaign have a wholesome, family feel and play with the possibility of Santa’s tricks (see story).

Lexus also created a way to connect with consumers this holiday season through branded graphics interchange formats, or GIFs.

With the application PopKey, consumers can send and share GIFs with one another, and Lexus created several GIFs to appear on the keyboard that showcase vehicles with bows or in the snow. By presenting consumers with shareable, fun items, Lexus is likely creating a connection with the younger generations of consumers and encouraging potential social media posts among these consumers (see story).

Missoni cabana at Four Seasons Resort Maui

Missoni cabana at Four Seasons Resort Maui

Missoni decorates Four Seasons Maui to share brand heritage
Italian fashion label Missoni is reaching consumers getting away from the cold in Hawaii with its first pop-up store and special decorations inside Four Seasons Resort Maui at Wailea.

In addition to the pop-up, Missoni created a one-of-a-kind branded Christmas tree that sits in the resort’s open air lobby, on view for both guests and the public. Through this collaboration, Missoni is able to showcase its style, while also spreading holiday cheer (see story).

SnowPage for Peninsula Hotels

SnowPage for Peninsula Hotels

Peninsula Hotels taps snowman to lead holiday initiatives
The Peninsula Hotels is expanding its holiday “SnowPage” efforts this year to facilitate its annual philanthropy campaign.

The SnowPage is a Christmas tree decoration featuring a snowman in a glass orb dressed as a Peninsula page, and guests can purchase a soft toy version as well. The friendly holiday symbol will likely foster a larger community to support the brand’s broader philanthropy initiatives (see story).

Tiffany & Co.'s holiday 2014 gift guide

Tiffany & Co.’s holiday 2014 gift guide

Tiffany creates product-driven winterland for gift guide context
Jeweler Tiffany & Co. is incorporating its jewelry designs into a holiday landscape of “city lights and snowy nights” to inspire gifting.

The holiday-themed effort includes social postings, video content with shoppable adaptations and a standard gift guide. Each holiday season, Tiffany captures consumer sentiment by creating a world of glamour, romance and gifting using New York as its wintry backdrop (see story).

Instagram image from Yoox

Instagram image from Yoox

Yoox serves up gifts at imagined dinner party
Italian fashion and design retailer Yoox is highlighting its eclectic gift assortment with a shoppable digital dinner party filled with tastemakers.

Yoox’s “Dinner Party in Venezia” content is accessible on its Web site, through its own mobile application, via its WeChat account and on a shoppable Instagram, allowing consumers multiple ways to connect with the story and make gift selections. This campaign allows Yoox to show off gift ideas for different personalities on consumers’ lists in an engaging, entertaining way (see story).

Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York


Missoni looks to nature to capture mood of its spring 2015 collection

0
0
Missoni chameleon by Caitlyn Carlisle

Missoni chameleon by Caitlyn Carlisle

Italian fashion label Missoni shared illustrations inspired by its latest spring collection to build a context around the pieces in the line.

On its social media pages, Missoni shared a drawing of a colorful chameleon by illustrator Caitlyn Carlisle, which links to the brand’s blog post about the new collection. Fashion brands often share inspiration boards and the sketches of designs to show the creative process, but for Missoni this concept is reversed by allows the consumer to understand the thought process behind the spring 2015 collection.

Ch-ch-changes
Missoni’s spring 2015 collection is described as being “pop accents meet[ing] one of the most eclectic stars of nature,” the chameleon. Missoni then worked with Ms. Carlisle to visualize the chameleon concept of the collection.

Each of the chameleons drawn by Ms. Carlisle uses Missoni-inspired colors and patterns as the reptiles’ skin.

The spring collection includes a range of dresses, pants and tops made of different textures, patterns, solids and spots to create feminine looks that “play with layering and with the camouflage effect that has always characterized the famous reptiles with large eyes.”

missoni.spring summer 2015
Dress from Missoni’s spring 2015 collection 

Like most of Missoni’s apparel, pieces from the spring 2015 collection feature optical, graphical and emotional effects that allow for mixing and matching items. Missoni noted that, “just like the chameleon, which continuously changes its colors not just to camouflage itself but to express its moods” similar to consumers who shop the colorful Italian brand.

Even in this capacity, fashion illustrations are refreshing in a computer-generated climate.

For instance, fashion illustrations, once the cornerstone of print ad campaigns for apparel brands, are making a comeback in digital form on social media courtesy of a number of fashion brands.

Italian fashion houses Armani and Valentino enlisted artists to sketch a featured product for them, and then posted the drawings to their Facebook pages as an album. Since this type of fashion imagery is not as common in the age of Instagram, the photo sets stand out on social media (see story).

 

Mercedes, Mr Porter, Longchamp and Missoni – Live news

0
0
Missoni chameleon by Caitlyn Carlisle

Missoni chameleon by Caitlyn Carlisle

Luxury Daily’s live news from Dec. 24:

Ritz-Carlton, Beijing welcomes guests with in-suite Champagne bottles
The Ritz-Carlton, Beijing is getting in the celebratory spirit for this “romantic” time of year with an in-suite Champagne promotion.
Click here to read the entire article

Mr Porter hosts menswear spies for Google+ hangout session
British online menswear retailer Mr Porter is kicking off its promotions of the feature film “Kingsman” with a Q&A session on Google+ hangout.
Click here to read the entire article

Mercedes considers leaving New Jersey headquarters
German automaker Mercedes-Benz is considering a move from its United States home base in Bergen County, New Jersey.
Click here to read the entire article

Longchamp to set up personalization workshop in Printemps’ atrium
French department store chain Printemps is celebrating the savoir-faire of fellow French brand Longchamp through a pop-up shop Jan. 20 through March 10.
Click here to read the entire article

Missoni looks to nature to capture mood of its spring 2015 collection
Italian fashion label Missoni shared illustrations inspired by its latest spring collection to build a context around the pieces in the line.
Click here to read the entire article

 

Missoni, affluent consumers, San Antonio real estate and luxury – News briefs

0
0
Missoni Ornaments

Missoni Ornaments

Today in luxury marketing:

Rumors of issues at Missoni deepen
Missoni is going through some growing pains. Despite repeated denials, rumors about a possible sale of the fashion house refuse to go away, reports WWD.
Click here to read the entire article on WWD

Rushing to cater to America’s rich
In Houston, Chanel’s new 5,000 square-foot galleria is styled after Coco Chanel’s Baroque-inspired apartment, with bronze screens, an antique fireplace and a chandeliered shoe salon, per The New York Times.
Click here to read the entire article on The New York Times

Luxury home sales pick up speed in San Antonio
San Antonio and luxury residential real estate aren’t often mentioned in the same setting, but 2015 may be the year the city’s reputation changes, according to the San Antonio Business Journal.
Click here to read the entire article on San Antonio Business Journal

Top 10 risks for the luxury industry
An atmosphere of economic and geopolitical uncertainty combined with currency fluctuations, pockets of social strife and a slowing China present a serious mix of challenges for luxury companies. Here are the top 10 risks facing the luxury industry today, The Business of Fashion reports.
Click here to read the entire article on The Business of Fashion

 

Missoni works to explain cancer to children through storybook

0
0
Capsule collection for Gold for Kids

Capsule collection for Gold for Kids

Italian fashion label Missoni is helping children in the fight against pediatric cancers through the sale of a capsule collection available at Italy’s La Rinascente department store.

Sisters Margherita and Teresa Maccapani Missoni are participating in the Fondazione Veronesi’s Gold for Kids project which aims to fund clinical studies for childhood cancers and educate children about the diseases and their treatments. Working for a cause, especially one that afflicts children, will humanize the Missoni brand and will likely leave an impression on the young patients and their families during a difficult time.

Stay golden
The Missoni sisters worked with artist Ivo Bisignano to create illustrations for the collection that will be sold at La Rinascente. The capsule includes children’s t-shirts, sweatshirts, a tote bag and a storybook,”The Kingdom of Organia,” featuring Mr. Bisignano’s artwork and motifs recognizable as being influenced by Missoni.

For the Gold for Kids capsule’s illustrations, Mr. Bisignano worked in details of scientific elements to help young cancer patients understand the disease they have and how treatments will work to make them well.

La Rinascente describes the narrative as “a story in words and pictures that is an imaginative interpretation of the world of science, medicine and scientific research.” The Missoni sisters are the protagonists in Mr. Bisignano illustrations.

missoni.gold for kids capsule
Missoni capsule collection for the Gold for Kids project 

Overall, the Gold for Kids project aims to help children understand, in terms they can easily understand, what is happening within their bodies to satisfy their natural curiosity.

Many of Missoni’s charitable initiatives have worked to better the lives of children. For example, Missoni participated in a charity auction organized by Italian retailer Luisa Via Roma to benefit underprivileged children in Brazil (see story).

Missoni, Ladurée, Neiman Marucs and St. Regis – Live news

0
0
Ladurée's French macarons

Ladurée’s French macarons

Luxury Daily’s live news from Feb. 11:

Missoni works to explain cancer to children through storybook
Italian fashion label Missoni is helping children in the fight against pediatric cancers through the sale of a capsule collection available at Italy’s La Rinascente department store.
Click here to read the entire article

Ladurée drives into Bloomingdale’s for sweet pit stop
Department store chain Bloomingdale’s is offering consumers at its New York flagship a sweet treat from French patisserie Ladurée as they shop.
Click here to read the entire article

Neiman Marcus shines a light on spring style
Department store chain Neiman Marcus is letting the drama of the clothing featured in its spring 2015 Art of Fashion campaign speak for itself.
Click here to read the entire article

St. Regis New York shapes Bentley fleet for day, night excursions
Starwood’s St. Regis New York has unveiled a new fleet of 2015 Bentley models to chauffeur its guests around the city, both day and night.
Click here to read the entire article

John Varvatos looks to London to expand bespoke awareness
U.S. menswear label John Varvatos is expanding its made-to-measure tailoring program to its London flagship after a test run in New York.
Click here to read the entire article

Fashion houses plan walkabout in Milan to celebrate city’s ingenuity

0
0
Manhole designed by Santi Garofolo of Istituto Marangoni

Manhole designed by Santi Garofolo of Istituto Marangoni

Italian fashion designers Prada and Versace are among the creatives participating in a cultural initiative literally on the streets of Milan to benefit nonprofit organization Oxfam Italia.

Twenty-four artistically designed manhole covers will be sporadically placed throughout Milan’s fashion district from Feb. 24 until January 2016. Now in its third edition, “Over the Under — Manhhole Art Tells the Story of a Cabled City,” organized by European fibre optic network Metroweb, sponsored by the Municipality of Milan and in partnership with the National Chamber for Italian Fashion, is seen as a tribute to Milan’s internationality and excellence in craftsmanship and products.

“Site-specific art exhibits provide a platform for artistic creativity in new and different ways,” said Karen Kreamer, president of K2 Brand Consulting, Overland Park, KS.

“At face value, artistic manhole covers could be perceived as incompatible with the aesthetics of luxury design,” she said. “Innovative concepts and new materials should be strategically leveraged to enhance brand perceptions, never purely for the sake of innovation or artistic expression.

“A longstanding exhibit provides more time and opportunity for the designers to clearly connect their work to their brand vision — defining their goals, aspirations and messages behind their work.”

Ms. Kreamer is not affiliated with the participating brands, Metroweb, the city of Milan or the National Chamber for Italian Fashion, but agreed to comment as an industry expert.

The National Chamber for Italian Fashion did not respond by press deadline.

The over under
The 24 artfully designed manhole covers were unveiled on Feb. 24 along the streets of via Montenapoleone and in via S. Andrea. Each of the covers are original pieces that have been hand-carved and hand-painted as well as site-specifically conceived and designed by the participating designers.

Participants include Giorgio Armani, Just Cavalli, Etro, Missoni, Larusmiani, Laura Biagiotti, Costume National, Moschino, 10 Corso Como, Prada, Trussardi, DSquared2, Versace, Iceberg, Brunello Cucinelli, Hogan, Alberta Ferretti, Valentino, Salvatore Ferragamo, Emilio Pucci, Giuseppe Zanotti Design and Ermenegildo Zegna.

manholes.missoni street
Missoni manhole cover on a street in Milan 

Houses such as Just Cavalli, Missoni, Moschino, Versace and Emilio Pucci relied on their recognizable aesthetics for their manhole covers, with Missoni and Emilio Pucci featuring their bright printed patterns while Just Cavalli included a cheetah and Versace its lion.

Also, Zegna’s manhole cover is a tribute to wool and features a white sheep in circles of white, blue, green and brown.

manholes.Ermenegildo-Zegna
Zegna’s manhole cover 

To foster a future generation of fashion designers, the works of Santi and Alessandro Garofolo, one a current student and the latter a graduate of the Istituto Marangoni Milano, will be placed amid the manhole covers created by the legendary Italian houses. Ms. Garofolo is attending Istituto Marangoni Milano’s master’s program in fashion design womenswear while Mr. Garofolo graduated from the school in 2014 with a degree in fashion design.

Ms. Garofolo’s manhole cover was inspired by Milan’s commercial and historical heart, the Galleria Vittorio Emanuele, while Mr. Garofolo drew inspiration from the city’s wires.

manholes.istituto marangoni students
Mr. Garofolo and Ms. Garofolo with their manhole covers at the Istituto Marangoni Milano 

Luxury brands and their parent companies often establish programs to help secure creative talent and foster skillsets to avoid talents being lost as career paths have evolved.

Kering, for example, is looking to attract fashion-minded talent through a partnership with Vogue Italia. For the second year, Vogue Italia’s Web site will act as the platform for Kering’s internship listings in both luxury brands and corporate headquarters (see story).

At the start of 2016, the 24 manhole covers will be auctioned by Christie’s. Metroweb will then donate the proceeds raised for charitable projects promoted by Oxfam Italia.

Strange mediums
Luxury houses are notorious for their charitable works and often give back in interesting ways that raises awareness through a cause, often through a one-off piece that consumers may not be expecting.

For example, Buccellati and Lanvin are among the designers lending their creativity to the Tarbouche Project to raise funds and awareness for child abuse.

The initiative is the brainchild of artist Mouna Rebeiz, whose painting series “Le Tarbouche” is currently on display at the Saatchi Gallery in London. Ms. Rebeiz handpicked a number of designers to craft a fez in their own style to be auctioned live by Sotheby’s as well as online for Innocence in Danger, a charity that works to end violence against children (see story).

In addition, luxury fashion houses and designers raised money for Operation Bobbi Bear through the auction of one-off teddy bears.

The group of high-profile participants were asked by Vienna-based Life Ball to worked with customizable toy maker Build-A-Bear to create custom teddy bears to benefit Operation Bobbi Bear. Due to the exclusivity of the pieces on auction, enthusiasts may be more inclined to monitor the auction and place a high-priced bid due the items charitable ties during the holiday season (see story).

An auction element allows these one-off items to be more visible.

“This exhibit brings together the worlds of art, design and urban living, resulting in truly unique pieces from the hands and hearts of top global designers,” Ms. Kreamer said.

Final Take
Jen King, lead reporter on Luxury Daily, New York

Missoni goes psychedelic with new campaign video for spring

0
0
Image from Missoni campaign video

Image from Missoni campaign video

Italian fashion label Missoni is looking to brighten consumers’ moods by releasing its fun and quirky spring/summer 2015 campaign video.

The video, which the brand shared on its Facebook and YouTube pages, features psychedelic visuals juxtaposed with soothing pastel colors that set the tone for warmer weather. The video will help remind consumers that fashion is an art and Missoni is one of its oldest and most talented masters.

“The video shows enough product to tease and whet the appetite of best prospects and industry,” said Chris Ramey, president of Affluent Insights, Miami, FL. “Video encourages engagement, particularly when you stray from traditional design point of view.

Mr. Ramey is not affiliated with Missoni, but agreed to comment as an industry expert.

 

Missoni was unable to respond by press deadline.

Strange love
The video opens with a white photo-shoot set floating against a background of kaleidoscopic flowers. In the center of the set is a collection of metallic silver balls in various sizes.

missoni video 1
There were many pastel colors in the video

The next scene shows a model reclining on top of the largest ball, wearing a floral print Missoni dress. The camera pans back to reveal that the set is still floating against the background before other images including a palm frond and white triangles replace it.

Missoni’s video goes on to show models playing with the large silver balls and posing against the white walls of the set. They also hold various exotic flowers and plants, further emphasizing the springtime aesthetic.

missoni video 2
Both men’s and women’s clothing was featured

The video is surreal and artistic, highlighting the brand’s creativity and emphasizing its whole as one of the key players in the fashion industry. Consumers are drawn in by the disorienting imagery that compels them to further explore Missoni’s strange world.

missoni video 5
The silver balls added a modern element to the campaign

A number of different pieces are featured in the video, including both men’s and women’s wear. Showing them in an unusual setting will likely inspire consumers to think creatively about their spring wardrobes.

Missoni’s spring/summer 2015 campaign video gives the brand a change to connect with its consumers and share some of the inspiration behind its collection. By sharing it on social media, it will be able to reach a large audience and perhaps appeal to some buyers who are unfamiliar with the brand.

missoni video 6
The video was both artistic and futuristic

Missing link
Missoni has recently been sharing more behind-the-scenes material to connect with consumers. For example, the Italian fashion label shared illustrations inspired by its latest spring collection to build a context around the pieces in the line.

On its social media pages, Missoni shared a drawing of a colorful chameleon by illustrator Caitlyn Carlisle, which links to the brand’s blog post about the new collection. Fashion brands often share inspiration boards and the sketches of designs to show the creative process, but for Missoni this concept is reversed by allowing the consumer to understand the thought process behind the spring 2015 collection (see story).

Missoni also uses different techniques to keep consumers involved in a variety of ways. Missoni Home recently opened a vividly colored shop within the main hall of New York department store Bergdorf Goodman’s home furnishing floor.

Found on the seventh floor, right around the corner from the Bergdorf Goodman restaurant, consumers can browse the hall to discover Missoni Home’s 2015 collection. On March 26, Rosita Missoni, who left fashion for home decor in the 1990s, visited the Bergdorf Goodman shop to view the layout and mingle with industry friends (see story).

Missoni’s video for the spring/summer 2015 campaign will continue to keep consumers involved in a fun and interesting way.

“Aesthetics can be emotional too,” Mr. Ramey said. “Best clients and the affluent often consider a sneak peek an earned privilege.”

Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York


Missoni gets down with Grazia to reinterpret winter attire

0
0
Images from Missoni Grazia collaboration

Images from Missoni Grazia collaboration

Italian lifestyle brand Missoni is teaming up with fashion publication Grazia for a personality-driven content series centered on its down jackets.

Featured on both M Missoni’s digital channels and Grazia’s Web site, the down jacket issue features videos with the “It-girl” social influencers who post for the magazine. With 47 percent of Grazia Italy’s audience between the ages of 18-34, the largest segment, this will allow M Missoni to reach a millennial demographic.

“Grazia hits all the checkboxes in demographics that Missoni looks for: connected young women always on the cusp of trends whether they be digital or fashion,” said Mark Cluett, marketing manager at Polar, Toronto.

Mr. Cluett is not affiliated with Missoni, but agreed to comment as an industry expert.

Missoni did not respond before press deadline.

Diverse duvets
The first episode features fashion consultant Michela Meni, who pairs her brightly colored, printed jacket with somber navy skirt and loafers. In a video, Ms. Meni is shown traversing an urban jungle, with shots of her bundling up and cocooning herself in the printed puffer punctuated by a drum-infused soundtrack.

For more styling ideas, Grazia includes a slideshow of images of the influencer.

Missoni Grazia Michela
Screenshot of slideshow on Grazia Web site

In the second edition, social media strategist and fashion designer Chiara Capitani models a pink zig zag version of the duvet coat with a feminine silhouette. Taking a different approach, she dons a mini dress and high heel boots.

A kaleidoscope of footage plays with the idea of graphic imagery, as Ms. Capitani climbs, perches and lays across a white staircase.

In the third and most recent episode, Gilda Ambrosio takes the puffer into evening with a long black dress layered with a lengthy black coat. Another look is a red dress with a pale pink down coat over top.

Compared to the other two women, who wore their coats completely closed, Ms. Ambrosio allows a shoulder or the punchy lining to peek out here and there in the video.


The Down Jacket – Grazia.it & Gilda Ambrosio

All three influencers, who have a combined Instagram following of more than 150,000, shared posts about the campaign on their own accounts.

“Bulky down jackets aren’t usually associated with the cutting edge of fashion,” Mr. Cluett said. “By displaying how well these pieces layer and wear, Missoni shows you can make a statement no matter what the temperature.”

Media relations
Bringing in an editorial perspective can lead to new ideas for fashion houses.

For instance, Parisian fashion label Kenzo is releasing its spring/summer 2015 collection with a campaign that featured a futuristic, urban environment and a number of short videos to give consumers an opportunity to see the clothes in action.

Kenzo worked with Toilet Paper magazine directors Maurizio Cattelan, Pierpaolo Ferrari and Micol Talso to produce the campaign that was intended to convey both familiarity and surprise. Images and videos were released on Facebook and Instagram as well as on the brand’s Web site and likely inspired excitement about the new collection (see story).

Also, Alexander McQueen reasserted the connection between dance and fashion with a video in collaboration with French ballet dancer Marie-Agnès Gillot for AnOther Magazine.

There are many connections between the worlds of ballet and high fashion as both art forms focus on the beauty of the human body and how to accentuate it. Collaborating with artists from other industries can help brands remain artistically relevant and reach a wider audience (see story).

“The [Missoni] ads are all over YouTube and easily shareable through social media,” Mr. Cluett said. “By enlisting a publisher who can do the heavy lifting when it comes to brand awareness, Missoni makes sure they’re top of my mind amongst Grazia’s readers when they are about to make an online purchase.”

Final Take
Sarah Jones, staff reporter on Luxury Daily, New York

Missoni explores its colorful history in London exhibition

0
0
Freja Beha Erichsen for Missoni, summer 2016

Freja Beha Erichsen for Missoni, summer 2016

Italian fashion house Missoni will be the subject of an upcoming retrospective at the Fashion and Textile Museum in London.

Scheduled to open in May, the “Missoni, Art, Colour” exhibit is in partnership with The Woolmark Company and organized by the MA*GA Art Museum locating in Gallarate, Italy about 40 miles from Milan where the fashion house originated. The original museum exhibit, hosted by the MA*GA, ended in January and its move to London marks the first time Missoni will hold a retrospective in the United Kingdom.

The colors of Missoni 
Missoni, Art, Color explores the relationship between Missoni’s colorful designs and the art world. The retrospective also underscores the importance of art as inspiration on Missoni’s founders, Ottativo and Rosita Missoni.

The exhibit is overseen by Luca Missoni, son of the founders and brother of Angela Missoni, the brand’s creative director and artistic director of the Missoni archive.

Throughout the exhibit space, visitors will see paintings by international artists who served as inspiration for Missoni’s well-known brand aesthetic. Artists featured include Wassily Kandinsky, Paul Klee and Sonia Delaunay alongside more than 100 pieces from the Missoni archives.

Ottavio Missoni, the fashion pioneer, would be 95 today. The exhibition titled “Missoni, Art, Colour”, opening in London on 6 May 2016, explores his passion for visual arts. More here: http://bit.ly/23Zg99S

Posted by Missoni on Thursday, February 11, 2016

In a statement given to British Vogue, the younger Ms. Missoni said, “The exhibition was born of an invitation from the MA*GA Art Museum in Gallarate, the town where my parents started their married life and their fashion business back in 1953.

“I am very happy that now from that Lombard town – a town that has brought Missoni international success and recognition since the very beginning – the exhibition will travel to London,” she said, “Like never before you can experience my parents’ inventive research and innovative knitwear side-by-side with some of the best modern avant-garde works, through which you can catch the many visual and conceptual affinities of the many drawings, paintings and patchworks, work on paper, patterns’ and sketches that my father Ottavio created throughout the Sixties and Seventies.”

Brand retrospectives have become common and are yielding large ticket sales and interest from consumers hungry to learn more about their favorite luxury houses. A retrospective celebrating the work of the late Lee Alexander McQueen is one example often cited as an impactful exhibition.

Following its heavily attended appearance at the Metropolitan Museum of Art in New York, “Alexander McQueen: Savage Beauty” was the most visited paid-for exhibit in London in 2015.

Similarly to its run at the Met, the retrospective on the late designer was the most popular exhibit in the Victoria & Albert museum’s 163-year history, selling 493,043 tickets, according to rankings from London Exhibitions. This shows the interest in the subject matter is not limited to one city (see story).

Nordstrom, Harrods, Jeremy Scott and Missoni – Live news

0
0
Jeremy Scott branded Lexus RX

Jeremy Scott branded Lexus RX

Luxury Daily’s live news from Feb. 11:

Nordstrom shares retail footprint for 2019 New York debut
U.S. department store chain Nordstrom has unveiled its architectural plans for its first outpost in New York.
Click here to read the entire article

Harrods skips no detail with bridal prep services
With romanticism on consumers’ minds as Valentine’s Day nears, London department store Harrods is celebrating its in-store bridal services.
Click here to read the entire article

Element Lifestyle eyes billionaires via elevated services
Travel and lifestyle concierge service Element Lifestyle has launched a limited membership program geared toward billionaires.
Click here to read the entire article

Jeremy Scott drives into New York Fashion Week in branded SUVs
U.S. fashion label Jeremy Scott is taking a mobile approach to sharing prints from its fall 2016 collection in a fleet of branded Lexus SUVs.
Click here to read the entire article

Missoni explores its colorful history in London exhibition
Italian fashion house Missoni will be the subject of an upcoming retrospective at the Fashion and Textile Museum in London.
Click here to read the entire article

Luisa Via Roma works to protect collective femininity via one-off artworks

0
0
Luisa Via Roma's Fill your bottle with... editorial

Luisa Via Roma’s Fill your bottle with… editorial

Italian retailer Luisa Via Roma is sending messages of support via bottle to raise international awareness for women subjected to violence in Mexico.

Together with nonprofit organization Fundación Origen, Luisa Via Roma has commissioned 15 internationally renowned designers and artists to customize bottles of Maestro Dobel Diamante tequila. While the charity is not Italian or European based, women throughout the world are victims of violence, and showing solidarity with an international cause is likely to resonate with consumers and philanthropists regardless of their country of origin.

Message in a bottle
Promoted via Twitter, Luisa Via Roma’s aim for the “Fill your bottle with…” initiative is to support the wellbeing of the global community through the creative industries.

Luisa Via Roma explains, “Around the world, women and children experience the devastating effects of war, immigration, neglect and worse. When one woman suffers, the collective femininity is damaged, robbing all women of their innate human dignity.” To lend its support and raise its voice against injustices, Luisa Via Roma joined forces with Fundación Origen and tequila-maker Maestro Dobel Diamante.

The resulting bottles created by artists and fashion designers will be auctioned by Sotheby’s during a gala event at the Museo Soumaya in Mexico City.

Participants from the art world include Hector Esrawe, Hector Zamora, Loris Cecchini, Maurizio Donzelli, Paolo Grassino, Michelangelo Pistoletto, Prince Lauder, Richard Dupont and Pascale Marthine Tayou. Those from the fashion sector include Aquazzura, Blumarine, Daniela Villegas, Etro, Salvatore Ferragamo and Missoni.

Furthering the reach of the campaign, Luisa Via Roma has also created an editorial effort supporting the charitable initiative. In its editorial, the retailer paired the bottles designed by the fashion labels with the brand’s most recent collections, creating additional awareness.

luisa via roma.etro tequila
Fill your bottle with… by Etro 

Luisa Via Roma as part of its #LuisaCares objective, often partners with nonprofits on an auction tie-in with pieces commissioned by artists and fashion designers.

Over the summer, Luisa Via Roma teamed up with toymaker Hasbro to give iconic 1980s toy My Little Pony a high-fashion makeover.

For the Make Kids Happy auction, coinciding with the retailer’s biannual Firenze4ever fashion event, My Little Pony figures decorated by labels including Fendi and Emilio Pucci were sold on eBay to raise money for Save the Children (see story).

VIP suites, Marni, London real estate and Missoni – News briefs

0
0
Freja Beha Erichsen for Missoni, summer 2016

Freja Beha Erichsen for Missoni, summer 2016

Today in luxury marketing:

The VIP suite for the nanny
One suite in Dahlia Mahmood’s 8,500-square-foot home in Ashburn, VA, includes a seating area, walk-in closet, kitchenette and a bathroom with custom-made mirrored vanity and crystal faucet handles. This VIP space isn’t for overnight guests or in-laws. It’s the nanny quarters, says Ms. Mahmood, a 37-year-old mother of three sons, per The Wall Street Journal.
Click here to read the entire article on The Wall Street Journal

At Marni, saying something beyond clothes
Fashion has a growing penchant for theatrics, and it’s not another public spat or hissy fit. When front-row coups and the traditional runway format fall flat, what should a label do to reach that elusive consumer? Make an effort on a wider stage, and steal that scene right back, says the New York Times.
Click here to read the entire article on the New York Times

London luxury-home prices reduced at highest rate since 2013
Sellers of luxury London homes are cutting asking prices on the largest proportion of properties in at least three years as high values, commodity-price declines and new taxes damp demand, according to Bloomberg.
Click here to read the entire article on Bloomberg

The Missoni matriarchs
In 1997, Rosita Missoni tried to retire from the company she and her husband, Ottavio (known as Tai), had started together in Gallarate, Lombardy, in 1953. “I was tired,” she says, “For me the passion that you must have to work in fashion had become a duty.” She attempted to play the doting grandmother, taking her grandchildren to school three days a week, but it didn’t last. “I decided that my life could not go on in that way. I had a terrible sense of uselessness. For me, to be involved with work was essential,” reports Business of Fashion.
Click here to read the entire article on Business of Fashion

Milan Design Week provides luxury brands platform for creative storytelling

0
0
Dior Homme sets designed by M/M

Dior Homme sets designed by M/M

As Milan Design Week brings a global creative community to the Italian city, luxury brands are leveraging the extra foot traffic through artistic installations and events.

Comprising the milestone 55th annual furniture fair Salone del Mobile and the city-wide Furiosalone activities numbering more than 1,000, Milan Design Week has attracted participants from both the interior space and other design-centric categories, including jewelry, automotive and apparel. With 400,000 attendees from five continents descending on Milan this week, it offers a chance for brands to start a discourse on innovation and style.

“Brands who intend to be seen or known as innovative and collaborative often do so by honoring good design and the artisans, creating a strategic advantage with their client base who align with this attribute,” saidRebecca Miller, CEO of Miller & Company, New York. “By maintaining a presence in Milan during the week of Salone del Mobile where 400,000 visitors from 160 countries come to discover what is new in the world of design from furnishings, art, fashion to food they have the opportunity to enjoy unprecedented exposure to buyers, enthusiasts and the press.

“Collaborations are in full gear connecting experiences with all of the senses, often reimagining iconic shapes in new mediums, taking what may have traditionally been interior products for body and home and scaling them in various mediums to be enjoyed outdoors renewing the sense of tradition with innovation,” she said.

Creative approach
Playing off its iconic apparel, Spazio Missoni built “Knitown,” a city of knitwear buildings depicted through patterns. Envisioned by artist Aldo Lanzini and creative directed by Angela Missoni, the installation is hosting live performances.

2/2 Postcards from #Knitown: images from Missoni’s #MDW16 installation.

A photo posted by Missoni (@missoni) on

This is running concurrently with Missoni’s display at Salone del Mobile, which highlights its Fireworks collection made of flameproof fabrics, as well as its showroom focus on its waterproof outdoor collection Floral Galaxy.

At the Accademia di Brera, Baccarat is hosting an exhibit titled “Lumieres: Out of the Box,” in which new collaborations with designer Marcel Wanders, lighting designer Hans van Bentem and artist Arik Levy are displayed within giant shipping containers, a reference to the wooden boxes that have carried Baccarat chandeliers to global destinations throughout its 250 years. The collection contains a number of firsts for the brand, including its first spherical chandelier, the first almost 8-foot vase and its first time using precious stones in a lighting design.

Baccarat Lumieres Box Salone 2016
Baccarat’s “Lumieres out of the box”

Vitra, which produces furniture, translated a 10-year research project into a vibrant installation at its temporary pop-up CasaVitra. “Color Machine” draws from the Vitra Color & Material Library, the result of designer Hella Jongerius’ insights into the brand’s hues, with color wheels and spinning tops.

CasaVitra installation Color Machines
CasaVitra

Dior is celebrating the relationship between M/M and its menswear creative director Kris Van Assche, who has tapped the duo to design the sets for Dior Homme runway shows. Elements of the sets, including spring 2014’s primary colored rectangular structures and the high stools of spring 2015 are on display at Milan’s Plusdesign gallery.

At its boutique, Pomellato is staging a window display commissioned from artist Uros Mihic, which depicts an interior scene complete with miniature chairs through the medium of paper.

Valextra similarly staged an installation at its Milan boutique, teaming with artist Lorenzo Vitturi on “Inside Out.”

Valextra Inside Out
Valextra’s Inside Out

Bulgari took inspiration from its B.zero1 collection for an installation in the gardens of its hotel in Milan. Oversize rings in gold are linked to form a triangle in the display designed by NaNa Architecture.

Bulgari Salone 2016
Bulgari installation

Aston Martin is complementing a display of its licensed furniture crafted by Formitalia at the show with a private event celebrating its DB11 at the Rosa Grand Hotel. The automobile is the first designed under the brand’s new “Second Century” initiative.

The automaker is also staging an AM37 powerboat exhibition at the Larusmiani concept boutique on Via Montenapoleone, the heart of Milan’s high-end shopping district (see story).

“The collaboration with Formitalia on the Aston Martin furniture collection is a beautiful mix of design, technology and style,” said Marek Reichman, Aston Martin chief creative officer, in a brand statement. “I’m looking forward to the reaction to the DB11 in Milan, a city famed for its love of design.”

Yoox.com, along with Fondazione Cologni del Mestieri and Living, is paying tribute to artisanship by pairing 16 designers with 16 craftspeople, creating a dialogue between the two interwoven fields through the production of 16 masterpieces. “Doppia Firma,” which translates to double signature, brings to light rare Italian skills and materials, including rust printing and lustre glazed ceramics.


Doppia Firma: a tribute to Italian creativity and craftsmanship

The result of these collaborations are on display at the Veneranda Biblioteca Ambrosiana, and project sponsor Yoox.com is featuring the creations on its Web site.

“Milan is the design capital of the world,” said Luca Martines, president off-season, Yoox Net-A-Porter Group. “To participate in Milan Design Week is a great point of pride for our brand, and we are especially proud of this year’s partnership with the Fondazione Cologni dei Mestieri d’Arte and Living. The Doppia Firma project is a testament to Yoox.com’s dedication and commitment to supporting the Italian traditions of artisanal craftsmanship and innovative design.

“Since the launch of the design area in 2006, Yoox.com has always placed great importance on establishing ourselves within the design community,” he said. “The Doppia Firma project allows us to support highly talented designers and local artisans while celebrating our Italian heritage. We hope this serves as a reminder that Yoox.com is one of the world’s greatest resources for art and design, in addition to fashion.”

Even those who do not traditionally create home goods joined in on the fun to commemorate Salone del Mobile’s anniversary.

Berluti worked with wooden furniture maker Ceccotti on a line aimed at the modern gentleman, including a Paraventi dressing screens.

Berluti Salone 2016
Berluti Paraventi screen

Also bridging fashion and furniture is Fratelli Rossetti, which is presenting “Waking Light,” a project designed by Servomuto, a brand that makes handmade lampshades. Against the backdrop of the bright installation, the shoemaker is highlighting a limited-edition pair of sneakers, which use a style from the spring collection as a canvas for fluorescent paint.

This is part of Fratelli Rossetti’s New Artisan initiative, which showcases up-and-coming craftsmen in the brand’s Milan boutique (see story).

Stampa
Fratelli Rossetti’s Waking Light

“Furiosalone is the most prestigious and important series of events linked to the Milan Furniture Fair and the design world,” Ms. Miller said. “Participation confirms and signals to the global market and consumer base a brand’s understanding and importance for good design, the artisans who create beauty, the desires of their target audience and the need to remain an interesting and viable brand.

“Participation legitimizes a brand in the eyes of the competition, the consumer and the world stage for design,” she said. “This is where brands have the opportunity, unlike no other, to connect all the senses to an experience, test new concepts, evolve the pop-up store concepts, redefine and refine their brick and mortar experiences to align with their e-commerce business – in total, where innovation becomes reality.”

Installing ideas
Outside of design, brands are showcasing other elements of creativity this week.

Toyota Corp.’s Lexus is inviting attendees of Milan Design Week April 12-17 to experience a world filled with anticipation.

During the week-long fair the automaker will present its “Lexus — An Encounter with Anticipation,” an exhibit that pairs Lexus with a design firm and a Michelin star-winning chef. Pairing different verticals together within one project draws industry parallels and gives consumers a broader interpretation to experience (see story).

Being a part of fairs provides a means for a luxury brand to communicate its values.

Jeweler Van Cleef & Arpels showcased its savoir-faire through an exhibition at The European Fine Art Fair (TEFAF) in Maastricht, Netherlands.

The house returned to the art fair for the 2016 edition, exhibiting a number of heritage and contemporary pieces in the haute joaillerie section. Widely regarded as the leading art show worldwide, TEFAF presented a platform for Van Cleef & Arpels to share its jewels with art enthusiasts (see story).

“Brands who expect to serve and engage at the luxury level must always be of a creative mind, staying ahead of the consumer’s every needs and desires,” Ms. Miller said.

“The myriad events and exhibits during Milan Design Week and Salone del Mobile continue to elevate the customer knowledge and experience, which then adds a new challenge to luxury brands – how to replicate or improve upon this heighten experiential experience designed to challenge and bring forward the best to an artistically minded audience within their own product development, marketing and sales channels whether through a one to one private offering, a physical space or an ecommerce site,” she said.

“Those passionate about great design will seek it out and today that refers to all global consumers. This exposure creates significant expectations from the design community. They should use this platform as a baseline from which to build their own collections, build their own niche markets and strategically differentiate their brands, offerings and services from the embarrassment of choices in the market.”

Missoni works to explain cancer to children through storybook

0
0
Capsule collection for Gold for Kids

Capsule collection for Gold for Kids

Italian fashion label Missoni is helping children in the fight against pediatric cancers through the sale of a capsule collection available at Italy’s La Rinascente department store.

Sisters Margherita and Teresa Maccapani Missoni are participating in the Fondazione Veronesi’s Gold for Kids project which aims to fund clinical studies for childhood cancers and educate children about the diseases and their treatments. Working for a cause, especially one that afflicts children, will humanize the Missoni brand and will likely leave an impression on the young patients and their families during a difficult time.

Stay golden
The Missoni sisters worked with artist Ivo Bisignano to create illustrations for the collection that will be sold at La Rinascente. The capsule includes children’s t-shirts, sweatshirts, a tote bag and a storybook,”The Kingdom of Organia,” featuring Mr. Bisignano’s artwork and motifs recognizable as being influenced by Missoni.

For the Gold for Kids capsule’s illustrations, Mr. Bisignano worked in details of scientific elements to help young cancer patients understand the disease they have and how treatments will work to make them well.

La Rinascente describes the narrative as “a story in words and pictures that is an imaginative interpretation of the world of science, medicine and scientific research.” The Missoni sisters are the protagonists in Mr. Bisignano illustrations.

missoni.gold for kids capsule
Missoni capsule collection for the Gold for Kids project 

Overall, the Gold for Kids project aims to help children understand, in terms they can easily understand, what is happening within their bodies to satisfy their natural curiosity.

Many of Missoni’s charitable initiatives have worked to better the lives of children. For example, Missoni participated in a charity auction organized by Italian retailer Luisa Via Roma to benefit underprivileged children in Brazil (see story).


Missoni, Ladurée, Neiman Marucs and St. Regis – Live news

0
0
Ladurée's French macarons

Ladurée’s French macarons

Luxury Daily’s live news from Feb. 11:

Missoni works to explain cancer to children through storybook
Italian fashion label Missoni is helping children in the fight against pediatric cancers through the sale of a capsule collection available at Italy’s La Rinascente department store.
Click here to read the entire article

Ladurée drives into Bloomingdale’s for sweet pit stop
Department store chain Bloomingdale’s is offering consumers at its New York flagship a sweet treat from French patisserie Ladurée as they shop.
Click here to read the entire article

Neiman Marcus shines a light on spring style
Department store chain Neiman Marcus is letting the drama of the clothing featured in its spring 2015 Art of Fashion campaign speak for itself.
Click here to read the entire article

St. Regis New York shapes Bentley fleet for day, night excursions
Starwood’s St. Regis New York has unveiled a new fleet of 2015 Bentley models to chauffeur its guests around the city, both day and night.
Click here to read the entire article

John Varvatos looks to London to expand bespoke awareness
U.S. menswear label John Varvatos is expanding its made-to-measure tailoring program to its London flagship after a test run in New York.
Click here to read the entire article

Fashion houses plan walkabout in Milan to celebrate city’s ingenuity

0
0
Manhole designed by Santi Garofolo of Istituto Marangoni

Manhole designed by Santi Garofolo of Istituto Marangoni

Italian fashion designers Prada and Versace are among the creatives participating in a cultural initiative literally on the streets of Milan to benefit nonprofit organization Oxfam Italia.

Twenty-four artistically designed manhole covers will be sporadically placed throughout Milan’s fashion district from Feb. 24 until January 2016. Now in its third edition, “Over the Under — Manhhole Art Tells the Story of a Cabled City,” organized by European fibre optic network Metroweb, sponsored by the Municipality of Milan and in partnership with the National Chamber for Italian Fashion, is seen as a tribute to Milan’s internationality and excellence in craftsmanship and products.

“Site-specific art exhibits provide a platform for artistic creativity in new and different ways,” said Karen Kreamer, president of K2 Brand Consulting, Overland Park, KS.

“At face value, artistic manhole covers could be perceived as incompatible with the aesthetics of luxury design,” she said. “Innovative concepts and new materials should be strategically leveraged to enhance brand perceptions, never purely for the sake of innovation or artistic expression.

“A longstanding exhibit provides more time and opportunity for the designers to clearly connect their work to their brand vision — defining their goals, aspirations and messages behind their work.”

Ms. Kreamer is not affiliated with the participating brands, Metroweb, the city of Milan or the National Chamber for Italian Fashion, but agreed to comment as an industry expert.

The National Chamber for Italian Fashion did not respond by press deadline.

The over under
The 24 artfully designed manhole covers were unveiled on Feb. 24 along the streets of via Montenapoleone and in via S. Andrea. Each of the covers are original pieces that have been hand-carved and hand-painted as well as site-specifically conceived and designed by the participating designers.

Participants include Giorgio Armani, Just Cavalli, Etro, Missoni, Larusmiani, Laura Biagiotti, Costume National, Moschino, 10 Corso Como, Prada, Trussardi, DSquared2, Versace, Iceberg, Brunello Cucinelli, Hogan, Alberta Ferretti, Valentino, Salvatore Ferragamo, Emilio Pucci, Giuseppe Zanotti Design and Ermenegildo Zegna.

manholes.missoni street
Missoni manhole cover on a street in Milan 

Houses such as Just Cavalli, Missoni, Moschino, Versace and Emilio Pucci relied on their recognizable aesthetics for their manhole covers, with Missoni and Emilio Pucci featuring their bright printed patterns while Just Cavalli included a cheetah and Versace its lion.

Also, Zegna’s manhole cover is a tribute to wool and features a white sheep in circles of white, blue, green and brown.

manholes.Ermenegildo-Zegna
Zegna’s manhole cover 

To foster a future generation of fashion designers, the works of Santi and Alessandro Garofolo, one a current student and the latter a graduate of the Istituto Marangoni Milano, will be placed amid the manhole covers created by the legendary Italian houses. Ms. Garofolo is attending Istituto Marangoni Milano’s master’s program in fashion design womenswear while Mr. Garofolo graduated from the school in 2014 with a degree in fashion design.

Ms. Garofolo’s manhole cover was inspired by Milan’s commercial and historical heart, the Galleria Vittorio Emanuele, while Mr. Garofolo drew inspiration from the city’s wires.

manholes.istituto marangoni students
Mr. Garofolo and Ms. Garofolo with their manhole covers at the Istituto Marangoni Milano 

Luxury brands and their parent companies often establish programs to help secure creative talent and foster skillsets to avoid talents being lost as career paths have evolved.

Kering, for example, is looking to attract fashion-minded talent through a partnership with Vogue Italia. For the second year, Vogue Italia’s Web site will act as the platform for Kering’s internship listings in both luxury brands and corporate headquarters (see story).

At the start of 2016, the 24 manhole covers will be auctioned by Christie’s. Metroweb will then donate the proceeds raised for charitable projects promoted by Oxfam Italia.

Strange mediums
Luxury houses are notorious for their charitable works and often give back in interesting ways that raises awareness through a cause, often through a one-off piece that consumers may not be expecting.

For example, Buccellati and Lanvin are among the designers lending their creativity to the Tarbouche Project to raise funds and awareness for child abuse.

The initiative is the brainchild of artist Mouna Rebeiz, whose painting series “Le Tarbouche” is currently on display at the Saatchi Gallery in London. Ms. Rebeiz handpicked a number of designers to craft a fez in their own style to be auctioned live by Sotheby’s as well as online for Innocence in Danger, a charity that works to end violence against children (see story).

In addition, luxury fashion houses and designers raised money for Operation Bobbi Bear through the auction of one-off teddy bears.

The group of high-profile participants were asked by Vienna-based Life Ball to worked with customizable toy maker Build-A-Bear to create custom teddy bears to benefit Operation Bobbi Bear. Due to the exclusivity of the pieces on auction, enthusiasts may be more inclined to monitor the auction and place a high-priced bid due the items charitable ties during the holiday season (see story).

An auction element allows these one-off items to be more visible.

“This exhibit brings together the worlds of art, design and urban living, resulting in truly unique pieces from the hands and hearts of top global designers,” Ms. Kreamer said.

Final Take
Jen King, lead reporter on Luxury Daily, New York

Missoni goes psychedelic with new campaign video for spring

0
0
Image from Missoni campaign video

Image from Missoni campaign video

Italian fashion label Missoni is looking to brighten consumers’ moods by releasing its fun and quirky spring/summer 2015 campaign video.

The video, which the brand shared on its Facebook and YouTube pages, features psychedelic visuals juxtaposed with soothing pastel colors that set the tone for warmer weather. The video will help remind consumers that fashion is an art and Missoni is one of its oldest and most talented masters.

“The video shows enough product to tease and whet the appetite of best prospects and industry,” said Chris Ramey, president of Affluent Insights, Miami, FL. “Video encourages engagement, particularly when you stray from traditional design point of view.

Mr. Ramey is not affiliated with Missoni, but agreed to comment as an industry expert.

 

Missoni was unable to respond by press deadline.

Strange love
The video opens with a white photo-shoot set floating against a background of kaleidoscopic flowers. In the center of the set is a collection of metallic silver balls in various sizes.

missoni video 1
There were many pastel colors in the video

The next scene shows a model reclining on top of the largest ball, wearing a floral print Missoni dress. The camera pans back to reveal that the set is still floating against the background before other images including a palm frond and white triangles replace it.

Missoni’s video goes on to show models playing with the large silver balls and posing against the white walls of the set. They also hold various exotic flowers and plants, further emphasizing the springtime aesthetic.

missoni video 2
Both men’s and women’s clothing was featured

The video is surreal and artistic, highlighting the brand’s creativity and emphasizing its whole as one of the key players in the fashion industry. Consumers are drawn in by the disorienting imagery that compels them to further explore Missoni’s strange world.

missoni video 5
The silver balls added a modern element to the campaign

A number of different pieces are featured in the video, including both men’s and women’s wear. Showing them in an unusual setting will likely inspire consumers to think creatively about their spring wardrobes.

Missoni’s spring/summer 2015 campaign video gives the brand a change to connect with its consumers and share some of the inspiration behind its collection. By sharing it on social media, it will be able to reach a large audience and perhaps appeal to some buyers who are unfamiliar with the brand.

missoni video 6
The video was both artistic and futuristic

Missing link
Missoni has recently been sharing more behind-the-scenes material to connect with consumers. For example, the Italian fashion label shared illustrations inspired by its latest spring collection to build a context around the pieces in the line.

On its social media pages, Missoni shared a drawing of a colorful chameleon by illustrator Caitlyn Carlisle, which links to the brand’s blog post about the new collection. Fashion brands often share inspiration boards and the sketches of designs to show the creative process, but for Missoni this concept is reversed by allowing the consumer to understand the thought process behind the spring 2015 collection (see story).

Missoni also uses different techniques to keep consumers involved in a variety of ways. Missoni Home recently opened a vividly colored shop within the main hall of New York department store Bergdorf Goodman’s home furnishing floor.

Found on the seventh floor, right around the corner from the Bergdorf Goodman restaurant, consumers can browse the hall to discover Missoni Home’s 2015 collection. On March 26, Rosita Missoni, who left fashion for home decor in the 1990s, visited the Bergdorf Goodman shop to view the layout and mingle with industry friends (see story).

Missoni’s video for the spring/summer 2015 campaign will continue to keep consumers involved in a fun and interesting way.

“Aesthetics can be emotional too,” Mr. Ramey said. “Best clients and the affluent often consider a sneak peek an earned privilege.”

Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York

Missoni gets down with Grazia to reinterpret winter attire

0
0
Images from Missoni Grazia collaboration

Images from Missoni Grazia collaboration

Italian lifestyle brand Missoni is teaming up with fashion publication Grazia for a personality-driven content series centered on its down jackets.

Featured on both M Missoni’s digital channels and Grazia’s Web site, the down jacket issue features videos with the “It-girl” social influencers who post for the magazine. With 47 percent of Grazia Italy’s audience between the ages of 18-34, the largest segment, this will allow M Missoni to reach a millennial demographic.

“Grazia hits all the checkboxes in demographics that Missoni looks for: connected young women always on the cusp of trends whether they be digital or fashion,” said Mark Cluett, marketing manager at Polar, Toronto.

Mr. Cluett is not affiliated with Missoni, but agreed to comment as an industry expert.

Missoni did not respond before press deadline.

Diverse duvets
The first episode features fashion consultant Michela Meni, who pairs her brightly colored, printed jacket with somber navy skirt and loafers. In a video, Ms. Meni is shown traversing an urban jungle, with shots of her bundling up and cocooning herself in the printed puffer punctuated by a drum-infused soundtrack.

For more styling ideas, Grazia includes a slideshow of images of the influencer.

Missoni Grazia Michela
Screenshot of slideshow on Grazia Web site

In the second edition, social media strategist and fashion designer Chiara Capitani models a pink zig zag version of the duvet coat with a feminine silhouette. Taking a different approach, she dons a mini dress and high heel boots.

A kaleidoscope of footage plays with the idea of graphic imagery, as Ms. Capitani climbs, perches and lays across a white staircase.

In the third and most recent episode, Gilda Ambrosio takes the puffer into evening with a long black dress layered with a lengthy black coat. Another look is a red dress with a pale pink down coat over top.

Compared to the other two women, who wore their coats completely closed, Ms. Ambrosio allows a shoulder or the punchy lining to peek out here and there in the video.


The Down Jacket – Grazia.it & Gilda Ambrosio

All three influencers, who have a combined Instagram following of more than 150,000, shared posts about the campaign on their own accounts.

“Bulky down jackets aren’t usually associated with the cutting edge of fashion,” Mr. Cluett said. “By displaying how well these pieces layer and wear, Missoni shows you can make a statement no matter what the temperature.”

Media relations
Bringing in an editorial perspective can lead to new ideas for fashion houses.

For instance, Parisian fashion label Kenzo is releasing its spring/summer 2015 collection with a campaign that featured a futuristic, urban environment and a number of short videos to give consumers an opportunity to see the clothes in action.

Kenzo worked with Toilet Paper magazine directors Maurizio Cattelan, Pierpaolo Ferrari and Micol Talso to produce the campaign that was intended to convey both familiarity and surprise. Images and videos were released on Facebook and Instagram as well as on the brand’s Web site and likely inspired excitement about the new collection (see story).

Also, Alexander McQueen reasserted the connection between dance and fashion with a video in collaboration with French ballet dancer Marie-Agnès Gillot for AnOther Magazine.

There are many connections between the worlds of ballet and high fashion as both art forms focus on the beauty of the human body and how to accentuate it. Collaborating with artists from other industries can help brands remain artistically relevant and reach a wider audience (see story).

“The [Missoni] ads are all over YouTube and easily shareable through social media,” Mr. Cluett said. “By enlisting a publisher who can do the heavy lifting when it comes to brand awareness, Missoni makes sure they’re top of my mind amongst Grazia’s readers when they are about to make an online purchase.”

Final Take
Sarah Jones, staff reporter on Luxury Daily, New York

Missoni explores its colorful history in London exhibition

0
0
Freja Beha Erichsen for Missoni, summer 2016

Freja Beha Erichsen for Missoni, summer 2016

Italian fashion house Missoni will be the subject of an upcoming retrospective at the Fashion and Textile Museum in London.

Scheduled to open in May, the “Missoni, Art, Colour” exhibit is in partnership with The Woolmark Company and organized by the MA*GA Art Museum locating in Gallarate, Italy about 40 miles from Milan where the fashion house originated. The original museum exhibit, hosted by the MA*GA, ended in January and its move to London marks the first time Missoni will hold a retrospective in the United Kingdom.

The colors of Missoni 
Missoni, Art, Color explores the relationship between Missoni’s colorful designs and the art world. The retrospective also underscores the importance of art as inspiration on Missoni’s founders, Ottativo and Rosita Missoni.

The exhibit is overseen by Luca Missoni, son of the founders and brother of Angela Missoni, the brand’s creative director and artistic director of the Missoni archive.

Throughout the exhibit space, visitors will see paintings by international artists who served as inspiration for Missoni’s well-known brand aesthetic. Artists featured include Wassily Kandinsky, Paul Klee and Sonia Delaunay alongside more than 100 pieces from the Missoni archives.

Ottavio Missoni, the fashion pioneer, would be 95 today. The exhibition titled “Missoni, Art, Colour”, opening in London on 6 May 2016, explores his passion for visual arts. More here: http://bit.ly/23Zg99S

Posted by Missoni on Thursday, February 11, 2016

In a statement given to British Vogue, the younger Ms. Missoni said, “The exhibition was born of an invitation from the MA*GA Art Museum in Gallarate, the town where my parents started their married life and their fashion business back in 1953.

“I am very happy that now from that Lombard town – a town that has brought Missoni international success and recognition since the very beginning – the exhibition will travel to London,” she said, “Like never before you can experience my parents’ inventive research and innovative knitwear side-by-side with some of the best modern avant-garde works, through which you can catch the many visual and conceptual affinities of the many drawings, paintings and patchworks, work on paper, patterns’ and sketches that my father Ottavio created throughout the Sixties and Seventies.”

Brand retrospectives have become common and are yielding large ticket sales and interest from consumers hungry to learn more about their favorite luxury houses. A retrospective celebrating the work of the late Lee Alexander McQueen is one example often cited as an impactful exhibition.

Following its heavily attended appearance at the Metropolitan Museum of Art in New York, “Alexander McQueen: Savage Beauty” was the most visited paid-for exhibit in London in 2015.

Similarly to its run at the Met, the retrospective on the late designer was the most popular exhibit in the Victoria & Albert museum’s 163-year history, selling 493,043 tickets, according to rankings from London Exhibitions. This shows the interest in the subject matter is not limited to one city (see story).

Viewing all 115 articles
Browse latest View live




Latest Images