The frenzy surrounding the Missoni for Target collaboration (remember how it crashed Target’s website?) really made an impression on the Missoni family. They are reportedly planning to launch a lower priced line in the near future.
In an interview with the Wall Street Journal, Margherita Missoni said that the family-owned label was considering a lower-priced label featuring “simpler, more accessible designs.” There aren’t any details yet, and Missoni remained mum on the name of the line or when we can expect to see it, but it will most likely launch after the brand revamps its e-commerce site.
When the Missoni x Target collab went live, Angela Missoni, who is the brand’s creative director, apparently watched the drama unfold on Twitter with great interest. As people tweeted their disappointment about not getting the items they wanted (after the site crashed multiple times, orders went unfulfilled), she realized just how much demand was out there.
But don’t expect this new line to be quite as accessible as the Target line was.
“I don’t think I could put the zigzag on that,” Margherita Missoni told the WSJ. Oh. Instead she said to expect a line like Issey Miyake’s Pleats Please–”basics with a twist.” The family also has plans to produce more shoes and accessories in the main line, which have higher profit margins than apparel.
No word on whether they’ll make a cheaper homeware line, too, though maybe they should. Those Target coffee cups went like hotcakes.
UPDATE: Margherita Missoni shot down rumors that whatever new line she was referring to in this WSJ story was a “second line” from Missoni. “Missoni is NOT launching a second line,” she tweeted. “We already have a second line and it’s called M Missoni.