M Missoni links with AwaytoMars and global design community on co-created capsule

By

Sandra Halliday

Published
Apr 9, 2020

M Missoni has announced a link-up with AwaytoMars (described as “the world’s first 100% user-created fashion brand”) to invite designers from all over the globe to virtually co-create a capsule collection that’s to be produced and sold worldwide.

AwaytoMars will open its co-creation platform to allow designers to submit ideas inspired by three themes, hand-picked by M Missoni’s Creative Director Margherita Maccapani Missoni, from the fashion label's archives. 

The submission period starts on April 10 and will run until May 17 with the winning nine pieces to be voted for by the public and then being available for shoppers to buy online and in selected stores. 

M Missoni said the “special co-creation project is an invitation to unlock and free our creativity; to play around, re-create, reuse and repurpose. We are giving people the power to create the pieces that represent a generation of strong and passionate creatives”.

Margherita Missoni said her goal is to “enlarge M Missoni’s spectrum. I decided that this brand would be about giving new life to the disregarded parts of Missoni’s history by dusting off the overlooked B-side of its legacy – twist it upside-down, inside-out and layer it with new perspective. Collaborations are vital for this project and I just love the idea of partnering with AwaytoMars and get so many different voices involved”.