July 18, 2019

Behind The Brand is our franchise that features the collections, ethos, and stories of brands included in the Box of Style. 

Ask anyone which European destination is on their bucket list and the odds are high they'll answer "Italy". Even our Founder, Rachel Zoe, just returned from a jaunt to Capri. For those of us who aren't jetting off to the home of the Aperol Spritz, the Summer Box of Style has the next best thing; A plush, multicolored beach towel courtesy of the quintessentially Italian fashion house, Missoni. Founded 66 years ago in Italy, the storied brand is beloved the world over for their eye-catching zigzag prints and the joyous and decadent lifestyle they're associated with. We are thrilled to feature their Rufus Terry towel in our Summer 2019 Box of Style and know you will love it as much as we do.

Box of Style: How did the brand come into existence?

Missoni: Missoni style is the result of a partnership between Ottavio and Rosita who decided, in 1953, to set up a knitwear business, and were soon at the cutting edge of Italian fashion. The couple started a family and their children Vittorio, Luca and Angela, the brand’s creative director since 1996, grew up in direct contact with their parents’ work.

Box of Style: What is the inspiration behind your product? Why did you want to make it?

Missoni: Missoni inaugurated and affirmed an unmistakable way of dressing and living. Our colorful "put-together" aesthetic of zigzag motifs, stripes, waves and slub yarns in a patchwork of geometric and floral fabrics reflects a covetable lifestyle, and was the inspiration behind the Rufus Terry Towel. 

Box of Style: What about Missoni is most unique? 

Missoni: Tied to the aesthetic innovation and technical invention that have always changed the identity of knitwear, Missoni is one of the best known, loved and recognized fashion and designer brands in the world.

Box of Style: What is the number one thing about Missoni that you would like prospective customers to know? 

Missoni: Rosita Missoni’s collection has a way with color, interwoven with manufacturing skill; it stands out for its sunny personality and creative spirit. The language of the collection, as well as each individual piece, is unmistakable, built around free interactions between colors and forms. The recurring theme of fabrics and their numerous textures introduces beautiful ideas for furnishing the home inside and out. From the living room to the lounge, from bedroom and bathroom to the rooms leading outdoors to gardens and terraces.

Box of Style: Why are you excited to be a part of Box of Style? What are your favorite features of the service? 

Missoni: Rachel Zoe has always been a huge supporter of the Missoni brand, which we have greatly appreciated, so this collaboration felt organic. We are very excited to be a part of the Box of Style and share our brand’s story as well as have customers experience the great quality of our products we pride ourselves on.

Box of Style: What is next for Missoni?

Missoni: After bringing M Missoni ready-to-wear in house, the Missoni Group is working on a plan to innovate both the style and positioning of the collection and this project will be led by our new Creative Director. Margherita Missoni returns to the company after a few years spent pursuing other professional projects and the M Missoni SS 2020 collection will be the first under her creative direction. We're so excited to see what she will create!

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