Surrounded by names like Christian Dior, Gucci and Gianfranco Fèrre, Missoni stood quite quaintly on Sloane Street and presented itself as clean and minimal, contrasting significantly to the heat of intense pattern and colour within the Autumn/Winter collection.
Upon entering the store simplicity in layout is immediately contradicted by highly graphic print and a use of warm, intrusive colour in the clothing. The collection unleashes an unavoidably natural and multicultural feel through a combination of inviting colours, graphic pattern and a varied use of material. Missoni’s recognisable talent with knitwear and experimentation with a multitude of pattern flows throughout the entire store, varying it greatly from surrounding stores of clean cut minimalism. Tribal effects and an essence of Africa meeting Scotland are created by loosely fitted silhouettes juxtaposed by patchwork compositions of graphic print. A Missoni sales assistant described the line as having a ‘new energy of young extravagance’ which was evident in the display of Autumn/Winter yet also in the new Spring/Summer 2011 collection. Kaleidoscopic effects of acid colours dominate the new Spring/Summer line and an evolution from Fall is exciting to witness.
The ground floor incorporates aspects of serenity and warmth, contrasting significantly to the hustle and bustle of Sloane Street. Pivoting around a centre table promoting shoes and accessories, the clothing’s graphic quality creates the perfect interior design oozing with Missoni style. Two mannequins stood either side of the entrance demonstrating the clothes ability to bind, embrace and hide the body but also showing movement and ease by silhouettes sliding, falling and floating from the figure. A key trend in every style of the Missoni collection was the use of an oversized neckline that added an interesting element to the simple silhouetted evening dresses. After a twenty five minute stay of exploration and note taking, it was evident that the collection appealed to a younger demographic who were clearly mesmerised by the tribal and graphic affects of the collection. The expensive price tags often starting at 6-800 pounds is somewhat justified by the fact that it is an investment into one of the most sought after labels from Milan.
Missoni’s first floor continued to embrace the importance of colour and print however presented more variety in style. Amongst the oversized silhouettes of patchwork garments were beautifully constructed evening dresses maintaining the iconic ingredients of the Missoni style. Optic qualities encapsulate when witnessing the garments as an inclusion of aluminium thread amongst knit work creates a youthful energy of shimmering fabric, whilst still retaining a sophisticated edge. As well as embracing the sheer fabrics and warm colours first hand, the first floor echoed the collection by film creating a new energy of movement and motion in both the clothing and the store. In addition to clothing, home collections that are now being sold at Harrods clearly expressed the three dimensional graphic quality that ran throughout the Missoni store and consisted mainly of pillows and candles. An obvious absence within the collection was single coloured garments; this was due to ‘merchandising difficulties’ and a lack of sales in this particular style, therefore explaining the vast amounts of graphic print.
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