“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.

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

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 PucciFayElie SaabStella McCartneyThom BrowneLuisa Beccaria