Italian fashion brand M Missoni has collaborated with the world’s first 100% user-created fashion brand AWAYTOMARS on a capsule collection. The brands have joined forces to invite designers from all over the globe to virtually co-create a collection that will be produced and sold worldwide.
My 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. I can’t wait to learn! – said Margherita Missoni, M Missoni’s Creative Director
AWAYTOMARS will open it’s pioneer co-creation platform asking for designers from all over the globe to submit ideas inspired by three themes form the Missoni Archives hand-picked by Creative Director Margherita Maccapani Missoni.
M Missoni is a brand that has contributed immensely with the fashion industry, a brand in constant movement: innovating in every step while remaining truly connected to its founding roots. Our partnership couldn’t be more appropriate to our time of creative democratisation. Together we are giving power to new ideas to be co-created in extraordinary pieces, proving that together we can create fashion in a more inclusive and sustainable way. – said Alfredo Orobio, AWAYTOMARS Founder
The submission period starts on April 10th and will run until May 17th. The winning nine pieces will be voted by the public and they will then be available for purchase online and selected stores.