Missoni wants another low-cost line

Missoni Spring-Summer 2012

Missoni would like to follow its successful Target collaboration with another lower-cost line, this time on an international scale.

Back in September the Italian fashion house, famed for its signature patterned knitwear, launched a 400-piece line for US department store chain Target. 

While a top-of-the-range Missoni gown typically costs over $1,000, many of the Target items were priced under $50, and thrifty fashion fans were eager to snap them up. The collaboration line was so popular that it sold out almost immediately from retailers across America, with the online store going into meltdown.

However there is still hope for those who missed out on the Target collaboration, as 28-year-old Margherita Missoni has revealed her ideas regarding possible collaborator candidates for the future.

Speaking alongside her mother Angela and grandmother Rosita in an interview published October 30 in The Los Angeles Times, Margherita mused that a slightly higher-scale price range than Target would be appealing, and cited department store Macy’s as a contender for another American collaboration. In terms of European partnerships, the brand is keeping its options open, although it’s thought a decision should be made quickly.

"We can’t waste too much time," Margherita is quoted as saying.

"We have a lot of options because everyone is interested, but it has to be something that touches different categories…. The fact that you can put a zigzag on anything was part of the success at Target. People who wouldn’t wear a top would have a glass or a blanket.

 "Maybe it’s a partnership with Macy’s in the US and someone else in Europe."

If Missoni does collaborate with Macy's, the label will be following in the footsteps of designers including Karl Lagerfeld, Matthew Williamson and Giambattista Valli. Just last week fashion fans rushed to catch a glimpse of the Giambattista Valli for Macy's Impulse range during its launch in Manhattan, New York.

Meanwhile, Jason Wu is the next designer to partner with Target. His collection will be available in stores and online as of February 5, 2012.

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