Missoni Pre-Fall 2018

For pre-fall 2018 Missoni sought to re-establish its street cred. And that is a good thing. Understanding the Millenials and Generation X may not be as aware or attracted to the brand’s crazy quilt, zig-zag patterned knitwear aesthetic, Missoni is exploring a youthful, contemporary image to re-invigorate its image. (Remember, the brand reached its peak in the early 1970s after being heralded by Vogue editor-in-chief Diana Vreeland.)

With its kaleidoscope of color and zig-zag patterns, Missoni evokes the style and culture of the early 70s. This continued 70s vibe might work for fashionistas that love paying homage to the free-spirited style of the early 70s or in a season where designers are referencing the era of boho freedom, but for many younger consumers this style perspective is not appealing and beyond their fashion knowledge. Mainly due to the fact that Millenials and Generation Xers where born in the mid-80s and 90s.

Missoni’s new, fresh approach does have an immediate appeal. And Fashion Reverie suspects that Millenials and Generation Xers will definitely come on board. With Missoni’s logo popping up on several of the pieces in this pre-fall 2018 collection—remember, brand logos are a big trend this season—and an injection of masculine silhouettes evidenced in oversized coats and androgynous looks that could be worn by either sexes, as well as a more youthful point of view, the brand is on its way to re-imagining its design aesthetic.

This re-imagination does not signify a complete revamp. There are still the signature cornucopia of patterns and floral influences that Missoni is known for.

Standout looks in the collection was the brand’s luxurious shearling coats and mink fur-stripped jackets. Also, the brand’s geometric patterns embossed on tight leather jeans, crochet maxi cardigans, and patchwork silk dresses embellished with fringe and floral patterns.—William S. Gooch