Rosita Missoni, the Italian designer and co-founder of the renowned fashion brand Missoni, passed away on Wednesday at the age of 93, as confirmed by a company representative on Thursday.
Rosita and her husband, Ottavio Missoni, started the business in 1953, creating a brand known for its vibrant and patterned knitwear. Their designs often featured geometric shapes and stripes, including the brand’s signature zigzag pattern, known as fiammato.
Rosita was born into a family of textile artisans near Varese, a town in northern Italy, and she studied modern languages. In 1948, during a trip to London to improve her English, she met Ottavio, who was in the city to compete for Italy in the 400 meters hurdles at the Olympics.
The Missoni brand gained global fame and received accolades for its unique patterns, innovative use of textiles, and a fashion approach that was often likened to modern art.
One key moment in its rise to prominence occurred in 1967, known as the “battle of the bras.” Missoni had been invited to showcase their designs at the Pitti Palace in Florence, but just before the models were set to walk the runway, Rosita noticed their bras were visible through their tops, disrupting the color and pattern effects of the clothing.
To fix this, she instructed the models to remove their bras. However, under the bright runway lights, their outfits became completely transparent, creating a sensational scene. Although Missoni was not invited to return the following year, the incident helped catapult the brand to fame, with its designs gracing the covers of top fashion magazines like Vogue, Elle, and Marie Claire.
The Missoni brand’s layered designs, rich in patterns, captured the attention of a fashion world shifting away from traditional high fashion. Their unique approach became emblematic of the “put together” style.
When the company relocated its headquarters to Sumirago, a town north of Milan, the Missonis settled nearby. Their home, situated next door, featured windows that offered scenic views of the Monte Rosa mountains, which Rosita cherished.
Rosita Missoni continued to serve as the creative director for the women’s collections until the late 1990s, when she handed over the role to her daughter, Angela.
The family faced immense tragedy in 2013 when their eldest son, Vittorio Missoni, the company’s marketing director, was killed in a plane crash off the coast of Venezuela.
Ottavio Missoni, Rosita’s husband, passed away in May 2013 at the age of 92, just four months after their son’s plane went missing, but before the wreckage was discovered.
The Missoni brand expanded its offerings to include home collections and hotels. In 2018, the Italian investment fund FSI invested 70 million euros into the family business in exchange for a 41% stake, with the goal of growing the brand internationally.
In 2023, Missoni appointed Rothschild as its financial adviser to explore the possibility of selling the family-owned company.