Optical pattern midi dress.

M Missoni optical pattern midi dress. The runway debut took place in 1966, with a show in Milan that marked the beginning of international fame. A year later, during a fashion show at Palazzo Pitti in Florence, Missoni captured the press's attention due to a runway “incident”: models wearing sheer dresses without bras caused a sensation and widespread publicity.

In the 1970s, the brand expanded abroad, particularly in the United States, where it was celebrated for its originality and craftsmanship. In 1973, it received the prestigious Neiman Marcus Award. Beyond fashion, Missoni also ventured into fragrances, furnishings, and home design, creating a true Missoni lifestyle.

In the 1990s, the second generation joined the company: Angela Missoni took over creative direction, while Luca and Vittorio Missoni handled product development and business. Missoni continued to expand with new lines such as Missoni Home and Missoni M, and in 2009 opened the first Missoni-branded hotel.

In 2018, the FSI fund acquired 41.2% of the company to support its global growth. Following Angela, creative direction passed to Alberto Caliri and then to Filippo Grazioli.

In 2025, Rosita Missoni passed away at the age of 93, leaving a unique legacy of color, creativity, and family tradition. Today, Missoni remains a symbol of Made in Italy worldwide.