In 1996, Ottavio and Rosita Missoni, positioned at the center, showcased a collection in Milan. AP Photo
Rosita Missoni, the renowned Italian designer and co-founder of the iconic fashion brand Missoni, passed away on Wednesday at the age of 93. Her death was confirmed by an official from the company on Thursday. Rosita, alongside her husband Ottavio Missoni, launched the Missoni brand in 1953. The couple's vision and passion for colorful and patterned knitwear quickly turned Missoni into a global name.
The Missoni brand became famous for its distinctive designs, particularly its colorful geometric patterns and the signature zigzag motif known as "fiammato." These vibrant styles redefined fashion in the 1950s and 1960s, drawing attention worldwide. The brand’s bold approach to fashion, using textiles in avant-garde ways, earned it critical acclaim, with some even comparing its designs to modern art.
Born into a family of textile artisans near the northern Italian town of Varese, Rosita initially studied modern languages. Her journey into the world of fashion took a significant turn in 1948 when she traveled to London to improve her English. There, she met Ottavio, who was competing in the 400 meters hurdles at the Olympics. This meeting marked the beginning of both their personal and professional lives together, as they soon united their passion for fashion and textiles.
Missoni preparing models for their fall 1980 collection. Getty Images
Missoni’s rise to fame wasn’t just based on the creativity of its designs, but also on a dramatic moment in 1967 at the Pitti Palace in Florence. While preparing for a runway show, Rosita noticed that the bras worn by the models were visible through their outfits, disrupting the carefully crafted patterns. In a bold move, she instructed the models to remove their bras. The outcome was unintended but captivating: the models' outfits became transparent under the runway lights, creating a sensation. This controversial moment helped propel the brand to global fame, even though the Missonis were not invited back to the event the following year. Despite this, Missoni was soon featured on the covers of major fashion magazines like Vogue, Elle, and Marie Claire.
Ottavio and Rosita Missoni led their iconic brand until the late 1990s. Getty Images
In the 1970s, the brand’s colorful layered designs gained a significant following. The Missoni aesthetic caught the attention of a fashion world moving away from rigid high-fashion styles, and the brand became known for its effortless “put together” look.
The Missoni family relocated their company to Sumirago, north of Milan, where they made their home overlooking the stunning Monte Rosa mountains. Rosita continued to lead the creative direction of Missoni’s womenswear collections until the late 1990s, when she passed the role to her daughter, Angela.
In 2015, the "Missoni, L'Arte, il Colore" exhibition in Varese, Italy, displayed Missoni’s unique designs. Getty Images
Despite facing personal tragedies, including the tragic death of their eldest son, Vittorio, in a plane crash in 2013, the Missoni brand continued to grow. Ottavio passed away later that year, at the age of 92, shortly after their son’s death. The brand’s influence expanded into home collections and hotels. In 2018, an Italian investment fund, FSI, invested 70 million euros in exchange for a 41% stake in the family business, aiming to strengthen Missoni’s international presence. In 2023, the family explored the potential sale of the company with Rothschild as their financial adviser.
