Margherita Missoni’s emerging brand Maccapani has already made its mark in the fashion world with partnerships with retailers like Nordstrom and Browns. Now, the brand has its own pop-up space in Milan, a fitting location given its focus on sustainability and unconventional design. The little “Spazia Macca” sits directly opposite the Prada offices, a subtle nod to the brand’s unique position within the fashion landscape. The pop-up showcases Maccapani’s latest collections, including a selection of Missoni-curated vintage accessories, which Missoni uses to style her pieces, offering a glimpse into her personal aesthetic.
“I feel that because we are so small this is an opportunity to explore new ways of doing things,” said Missoni. “Instead of working to classic rules we’re adapting to work in ways that feed our needs and necessities.” This approach to design is evident in the pop-up’s presentation, which blends new collections with older pieces, showcasing Maccapani’s commitment to sustainability. Instead of marking down older stock, Missoni includes it in the pop-up, demonstrating the brand’s commitment to a circular fashion model.
“The whole strategy and structure of the collection is to be sustainable from an ecological and also economical point of view,” added the designer: “and that’s never going to change.” This season, Maccapani leans into the data, with pieces that have proven popular with the brand’s target demographic, primarily those aged 25 to 35, making a strong presence in the collection.
Missoni has revived and developed popular pieces like netted bodystockings and house-print long-sleeve shirts, responding directly to customer preferences. The collection also features Maccapani’s signature modular dresses, offering a multitude of styling options with their versatile design. The look-7 “backwards dress” and the look-5 lace-edged embellished black lurex wrap are particular standouts, highlighting Maccapani’s focus on both practicality and visual appeal.
Maccapani’s aesthetic is characterized by its use of predominantly jersey fabrics, which are dyed and detailed in-house, and a consistent emphasis on lurex. A soft black unconstructed jacket in black jersey is a key piece, providing a foundation for building diverse looks. Removable upcycled faux fur shoulder pads and cuffs, plus a pink and magenta “portable train” (worn with the bodystocking), contribute to Maccapani’s signature playful and experimental approach to clothing.
The brand’s design sensibility is rooted in the party/dancewear of the late ’80s/early ’90s, with references to brands like Dimensione Danza and Todd Oldham. As Maccapani continues to develop its own identity, it’s steadily finding its rhythm in an alt-leisure aesthetic, blending comfort, style, and a commitment to sustainability. The Milan pop-up is a testament to the brand’s unique vision and its growing presence in the fashion world.
