Rosita Missoni, co-founder of the iconic Italian fashion house Missoni, famous for its colorful bold knitwear and signature patterns, died on Wednesday at the age of 93, a company official confirmed. With her death, an era came to an end for a brand that shook the world of fashion with its innovative and artistic style.
Born near Varese, Italy, to a family of textile artisans, Rosita's creative journey was deeply rooted in that background. Growing up in such an environment and surrounded by the traditions of craftsmanship and fabric design, she didn’t limit herself to her small town. After studying modern languages, Rosita moved to London in 1948 to further her English skills. It was there that she met Ottavio Missoni, an athlete who was to compete in the 400-meter hurdles at the London Olympics. That encounter blossomed into both a romance and a lifelong partnership that would transform the world of fashion.
In 1953, the couple established Missoni and presented their first collections, which quickly became famous worldwide. The Missonis applied fantastic geometric patterns, bright stripes, and the iconic zigzag motif known as *fiammato* to their designs. The avant-garde style that they employed incorporated innovation in textiles with artistry, transforming knitwear into a symbol of luxury and sophistication. Since the 1960s, their creations had been synonymous with modern art and were widely celebrated and appreciated.
One notable incident occurred in 1967 during a show at the Pitti Palace in Florence. As the models were about to step onto the catwalk, Rosita realized that their bras were breaking up the patterns and colors of their outfits. She asked the models to remove their bras, which, unbeknownst to them, caused their dresses to become transparent under the catwalk lights. The incident became a viral sensation, pushing Missoni further into the headlines. Although they weren't invited back the following year, the publicity catapulted the brand to new heights, with their designs gracing the covers of prestigious magazines like *Vogue*, *Elle*, and *Marie Claire*.
By the 1970s, Missoni's layered, richly patterned designs had caught the eye of a fashion world shifting away from strict high fashion. Their innovative “put-together” style became another iconic fashion of the time, balancing bold aesthetics with wearability. The Missonis moved their operations to Sumirago, near Milan, where they established both the company's base and their family home. It was often from the windows of their home that Rosita found inspiration in the breathtaking view of the Monte Rosa mountains.
Rosita’s impact remained at the heart of the brand until she relinquished creative control of the women's collections to her daughter, Angela, in the late 1990s. Tragedy struck the family in 2013 when Vittorio Missoni, the eldest son and marketing director for the company, died in a plane crash off the Venezuelan coast. Ottavio Missoni passed away months later, deeply affected by the loss of his son.
Despite these tragedies, Missoni continued to evolve, expanding into home collections and launching luxury hotels. In 2018, the Italian fund FSI took a significant stake in the brand, securing a 41% share for €70m to strengthen Missoni’s presence in overseas markets. As of 2023, Rothschild has become the financial adviser for Missoni in case the brand is put up for sale.
But what Rosita Missoni has done for fashion is much more than the originality of her designs. She was a visionary who transformed knitwear into a medium of artistic expression, fusing tradition with modernity. Her creations continue to live on through timeless pieces that inspire designers and captivate fashion lovers around the world.
