Unother protagonist of fashion is leaving. She passed away peacefully at the age of 93 Rosita MissoniThat together with her husband Ottavio (died in 2013) he had founded the fashion house of the same name. A maison with a very long tradition, which thanks to her has reached the pinnacle of success by revolutionizing the field of knitwear. The beginnings date back to the 1950s, precisely in 1953, in the province of Varese, in Gallarate; However, the actual company was born in Sumirago, at the beginning of the Seventies. But the myth, closely linked to the couple, is immediate.
Rosita Missoni, the story of a myth that goes away
Born in 1931 in Golasecca, in the Varese countryside, on the banks of the Ticino, Rosita Jelmini (her maiden name) became passionate about fashion thanks to her maternal grandparents. Their work as weavers specialized in the production of embroidered dressing gowns and shawls exerted an incredible fascination on her from a very young age. A sealed destiny for a girl who grew up among needles and threads: he began working in the field as a teenager.
A little girl’s game turns into reality after the magical meeting with Ottavio Missoni at Wembleyon the occasion of the 1948 London Games (he was already designing the Italian team’s tracksuits). In 1953, the couple married and founded the most famous Made in Italy knitwear company in the world in what goes down in history as “the basement” of Gallarate, creating the foundations of what is today the unmistakable “Missoni Style”.
The Missoni success? Also due to an “error” by Rosita
The first collection signed by the duo, Milan-Simpathywas presented at the Gerolamo Theater in the Lombardy capital and immediately enjoyed great success in 1966. In 1967, it landed with a fashion show at Palazzo Pitti in Florence and a first anecdote that goes down in history and made the brand extremely popular: due to an oversight by Rosita, the models find themselves parading without bras. Everyone notices it, thanks to the proverbial impalpability of the clothes: it is what will go down in fashion history as the controversial “nude look”.
A portrait of Rosita Missoni (Photo: Missoni).
Scandal turns into successso much so the Missonis manage to open the Sumirago branch in a short timein 1969, their headquarters. And right here, thanks to the skilful use of colour, the slubs and geometric patchworks, the creativity infused in the knit and the creation of the iconic zig-zag, Rosita and Ottavio begin to write a new chapter in Italian fashion.
Rosita Missoni Jelmini and America
Rosita is the international soul of the brand. During a trip to New York in 1965, he met the French designer Emmanuelle Khanh, and signed a collaboration with her brand the following year. In the same 1966, thanks to Diana Vreelandat the time director of American Voguethe duo conquers abroad with the first boutique inside Bloomingdale’s:
In 1973 Ottavio and Rosita received the prestigious Neiman Marcus Fashion Award. And in 1975 American Voguein a special editorial dedicated to the major fashion creators, includes Missoni among the ten most influential European brands.
Rosita Missoni in Milan in September 2022, in one of the iconic looks signed by the brand (Getty Images).
Founder of Milan Fashion Week together with Ottavio, in 1995 the duo was celebrated with the exhibition Ottavio and Rosita Storyabout the life of the spouses, organized in Missoni’s native home, Gallarate.
Missoni, the story after Rosita and Ottavio
Even today, honorary president of Missoni, he had no longer been operationally involved in the family business for a long time, but still attended from time to time, Always with a smile and dressed in a cheerful, colorful and impeccable wayto social and institutional events.
In fact, since 1997 the leadership of the company has passed to his children, including Angela, appointed artistic director. Since then Rosita has decided to dedicate herself to managing the Missoni Home line.
Granddaughter Margherita Maccapani Missoni takes over the creative reins of M Missoni from 2018 to 2021, before launching Maccapani in 2023. The creative direction is currently entrusted to Alberto Caliri, who has worked for the brand for over 20 years (before him, Filippo Grazioli ).
In 2014 the President of the Republic Giorgio Napolitano appointed her Cavaliere del Lavoroa title that her husband had also received. Ottavio, who passed away in 2013, at the age of 92, had not been able to overcome the very hard blow of the loss of his son Vittorio: the tourist plane on which he was traveling with his wife had in fact disappeared into the sea between the Los Roques archipelago and Caracas, Venezuela, in January of the same year.
Ottavio and Rosita Missoni Jelmini at Milan Fashion Week in 1992 (Getty Images).
Granddaughter Margherita Maccapani Missoni takes over the creative reins of M Missoni from 2018 to 2021, before launching Maccapani in 2023. Currently the creative direction is entrusted to Alberto Caliriwho has worked for the brand for over 20 years (before him, Filippo Grazioli).
Rosita Missoni, love for her land
«With the passing of Rosita Missoni we lose an extraordinary figure, an icon of style and creativity who was able to bring Lombard excellence and the value of Italian craftsmanship to the world», he declared the Councilor for Culture of the Lombardy Region, Francesca Caruso in a note. «His unique vision, characterized by a refined balance between innovation and tradition, has revolutionized the world of fashion, giving the public unmistakable garments that tell stories of beauty and authenticity. Rosita Missoni has managed to bring the province of Varese to the worldcombining craftsmanship, taste, color and style with the typical industriousness of the Lombardsdemonstrating the deep connection with the territory and the ability to enhance its roots through design.
«Her love for the Lombardy region and her commitment to making the excellence of Made in Italy known have made her an internationally renowned designer. The contribution that Rosita Missoni has offered to the world of fashion and design will never be forgotten and will remain an indelible legacy that will inspire future generations.”
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