Italian Knitwear Scion Margherita Missoni Launches 'Maccapani'
References: maccapani.store & vogue
Margherita Missoni is prepared to launch a new business on her own. Fusing modern Italian jersey materials and the feminocentric, post-streetwear concept of the Missoni scion, the Maccapani label will stock genderless apparel created from a "fundamentally female point of view."
The brand will release two collections per year for the Spring/Summer and Fall/Winter seasons. A day before the company's e-commerce site launches, its maiden presentation, which will essentially be a see-now-buy-now event, is scheduled to take place in Milan during menswear week in June.
The brand is called Maccapani after Missoni's father Marco's family name (which also happens to be her middle name). Her mother Angela served as Missoni's creative director for many years, inspiring Margherita's fashion journey.
“In principle it’s genderless. Everyone is invited to try it,” says Missoni. “This is why we’ve shot it on both a woman and a man. However, unlike a lot of contemporary casual clothing that is derived from menswear, Maccapani is also rooted in a fundamentally female point of view. And, it’s very much built around the shape of a woman.”
Image Credit: Paula Lingyi Sun, Pavel Golik
The brand will release two collections per year for the Spring/Summer and Fall/Winter seasons. A day before the company's e-commerce site launches, its maiden presentation, which will essentially be a see-now-buy-now event, is scheduled to take place in Milan during menswear week in June.
The brand is called Maccapani after Missoni's father Marco's family name (which also happens to be her middle name). Her mother Angela served as Missoni's creative director for many years, inspiring Margherita's fashion journey.
“In principle it’s genderless. Everyone is invited to try it,” says Missoni. “This is why we’ve shot it on both a woman and a man. However, unlike a lot of contemporary casual clothing that is derived from menswear, Maccapani is also rooted in a fundamentally female point of view. And, it’s very much built around the shape of a woman.”
Image Credit: Paula Lingyi Sun, Pavel Golik
Trend Themes
1. Genderless Apparel - The trend towards gender-neutral fashion and clothing lines creates an opportunity for companies such as Maccapani to tap into a growing consumer demand.
2. Post-streetwear - Post-streetwear is disrupting casual fashion, and Maccapani's fusion of modern Italian jersey materials with a woman-centric approach positions the brand well for this trend.
3. See-now-buy-now Events - The rise of see-now-buy-now events, such as Maccapani's maiden presentation, is a disruptive innovation in the fashion industry that allows brands to create immediacy and excitement around new releases.
Industry Implications
1. Fashion and Apparel - Maccapani's approach to post-streetwear and gender-neutral apparel creates a disruptive opportunity in the fashion and apparel industry.
2. E-commerce - The launch of Maccapani's e-commerce site presents an opportunity for retailers to expand their online offerings with modern Italian jersey materials and genderless designs.
3. Marketing and Events - The see-now-buy-now trend in the fashion industry creates an opportunity for event planners and marketers to create new and exciting experiences for consumers around new releases.
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