clock menu more-arrow no yes

Filed under:

Missoni Collab With Target Was a Wake-Up Call, Will Likely Launch Lower-Priced Line With Revamped Site

New, 1 comment

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.


Meet the Missoni's via Getty

In an interview with the Wall Street Journal about where luxury Italian label Missoni hopes to evolve the brand, Margherita Missoni said that this time last year, the family was watching via Twitter as their 400+ item collaboration crashed Targets website. What was a PR nightmare for the massive retailer was a wake up call for the heritage based brand, and now they are "weighing a move to make its famous look more accessible," in WSJ's words.

None of the particulars are fully zig-zagged in stone yet, but one thing is for sure: Prices won't be Target cheap. Margherita explained, "I don't think I could put the zigzag on that." Instead, she notes they'll probably be going for classic pieces or "basics with a twist." (Probably a smart move considering shoppers are so over fast fashion, if we're to believe the consumer spending predictions.)

And finally, the family run company will most likely step into their new era with a revamped website, the plans for which are already in place. Welcome to a brand new world, Missoni.
· How Missoni Keeps Iconic Brand Fresh [WSJ
· Missoni for Target Orders Delayed a Month, Possibly Canceled [Racked]
· Trend Forecasters Calling for 'Fast Fashion Fatigue' [Racked]