Daily Front Row

2009 December 10

Missoni Heads South

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Margherita Missoni, unofficial brand ambassador
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(NEW YORK) It's a big day for Missoni. After 56 years in business, the Milan-based megabrand is opening their first location in South America--a 2,140 square foot space in Sao Paulo's Iguatemi shopping center, to be exact. Tonight, Missoni's CEO Vittorio Missoni, who was appointed in November, as well as Margherita Missoni will be on-hand to celebrate with an in-store cocktail party attended by 140 VIPs. Missoni joins an impressive roster of stores located in this center, which opened in 1966 and attracts approximately 1.6 million visitors each month. Its neighbors will include Dolce & Gabbana, Christian Louboutin, H.Stern, and Salvatore Ferragamo.

The Iguatemi location marks Missoni's 41st boutique worldwide; ten of those are located in Italy. Angela Missoni, the daughter of founders Rosita and Ottavio Missoni who took over the design helm in 1996, has often been credited with ushering the venerable knitwear house into the modern era. In addition to the M.Missoni and Missoni Home collections, as well as two fragrances, Missoni recently opened its first Missoni Hotel in Edinburgh, Scotland.
ASHLEY BAKER