The Joy of Dressing Up

Max&Co. debuts its new design partnerships with a capsule collection by Italian fashion designer Margherita Missoni.

Margherita M Maccapani Missoni, daughter of Italy's renowned fashion dynasty Missoni, is a born and bred Milanese woman. According to her, Milanese women have a very individualistic way of dressing up. And as a fashion designer, model, and heiress to her family's fashion house, she embodies this characteristic through her eclectic, carefree and idiosyncratic style - one that comes naturally to her.

"I feel that what people perceive as bohemian is just my spontaneous aesthetic. I really don't make an effort to come across that way," she says.

Growing up, one of Margherita's favourite places to shop at in Milan was Max&Co., a contemporary extension of Italian fashion brand Max Mara. The 38-year-old recalls how shopping there represented an important step in her personal fashion choices as she entered adulthood. So, it comes as no surprise that Max&Co. chose Margherita to launch its first-ever series of &Co.llaboration design partnerships, where established names and emerging talents in fashion reinterpret the brand's design ethos.