Sitting down with three generations of Missonis

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Missoni is having a moment.

Last month, the luxury label’s Missoni for Target collaboration was so hotly coveted it caused the retailer’s website to crash. EBay was flooded with second chances for the stuff--some 21,000 items at one point--including a pair of boots a Tulsa woman posted for $31,000, in hopes, she wrote in the auction listing, of funding her daughter’s college tuition.

Orders for the Missoni spring 2012 ready-to-wear line got a post-frenzy boost and the company is pondering a mid-priced line. Copycat zigzags are turning up on everything from scarves to sweater dresses.

Last week, three generations of Missonis gathered in Beverly Hills to accept the Rodeo Drive Walk of Style Award, the first fashion house to be honored as an entire family.

Could it be that Missoni is on its way to becoming a household name?

Before the ceremony, the family gathered to talk about the business over lunch at Mr. C in Beverly Hills. But what was supposed to be a small gathering turned into a full-blown family reunion, with wine flowing and three generations speaking in two languages--often at the same time.

To read more about my adventures with the Missonis, see my story here.

--Booth Moore

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