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Nicola Mira
May 10, 2022
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Missoni licenses childrenswear line to Simonetta

Translated by
Nicola Mira
May 10, 2022

Simonetta, an Italian producer specialised in luxury childrenswear, both for licensed and proprietary brands, has added another top-notch name to its portfolio. Italian label Missoni has in fact signed a five-year deal with Simonetta, licensing the latter to take care of the development, production and worldwide distribution of its childrenswear line, from Spring/Summer 2023.

Niccolò Matteo Monicelli, CEO of Simonetta 

Simonetta’s CEO Niccolò Monicelli told FashionNetwork.com that the collaboration with Missoni, of which he is enthusiastic, will result in an apparel and accessories collection for girls and boys aged 4-14, complemented by a nursery gift box with clothes for babies from 3 to 12 months. The products will be available at selected multibrand retailers and department stores worldwide. The range for the Spring/Summer 2023 includes a main collection of about 160 items, with a contemporary take on Missoni’s codes, and will be completed by two capsule collections featuring mini-me looks and beachwear. The collection’s statement items sport the zigzag pattern typical of Missoni, a label founded in 1953, while knitwear, sweatshirts and t-shirts feature printed and slub jersey fabrics, accented in Missoni’s signature rust hue. The Missoni zigzag pattern is given a playful twist, with embossed prints and colourful embroidery. A party mood takes over for more refined special-occasion looks: romantic contemporary dresses and deconstructed sets in textured fabrics, enhanced with micro tie-dye motifs.

“Joy, spontaneity, quality and beauty are values of the Missoni lifestyle that we obviously had to infuse in the range for kids and teenagers too,” said Livio Proli, CEO of Missoni Group, in a press release. “It helped that our partner Simonetta Group shares our luxury culture and the same passion for colours, enabling us to offer younger customers these must-have collections, distinctive and at the right value for money. We are all highly motivated by the twin ambitions of being able to offer, to all members of the family, looks of great charm that are both reassuring and surprising, and also of promoting positivity through the soft power of smiles,” added Proli.

Livio Proli, CEO of Missoni

This isn’t Missoni's first foray in the world of childrenswear. A children's collection had been developed in the past, initially under license and later internally, but was discontinued several years ago. The collaboration with Simonetta is therefore a major, highly organised relaunch. “We are proud to have been selected as partner to develop such an iconic childrenswear line, so rich in tradition. Both our companies are long-established and share a passion for constantly searching for innovative solutions”, said Monicelli.

Simonetta was founded in the 1950s by Maria Bianca Mazzarini Stronati, who opened a small tailoring workshop for children’s clothes in the town of Jesi. The company was acquired by Isa Seta SpA in 2017. Simonetta currently manages, in addition to its own eponymous brand, international licenses for Emilio Pucci Junior, Fay Junior, Elie Saab Junior, Stella McCartney Kids and Douuod Kids, and is the exclusive producer of Fendi Kids and Thom Browne. In mid-2020, Simonetta launched Simonetta X Chantecler Capri, a capsule collection for girls in collaboration with jewellery brand Chantecler. It is also set to drop a collection for girls aged 1-14 for Luisa Beccaria, for Spring/Summer 2023. Simonetta has recorded a 30% revenue increase over the last three years, and is forecasting significant growth for the near future.

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