February 2010

Welcome to L.A.

missoni Courtesy of Kinmonth e Monfreda/Missoni



A name like Missoni requires no formal introduction along any rarefied retail stretch. Say it, and the free associations fly: a kaleidoscope of colors, those sinuous patterns and sumptuous fabrics, that stunning Margherita. Fashion-forward Angelenos have been awaiting the arrival of the Italian clothing company, whose threads trace back to 1953, when Ottavio “Tai” and Rosita Missoni began literally sewing the seeds of a small knitwear operation in Gallarte, Italy. Designers Patrick Kinmonth and Antonio Monfreda have wrapped the boutique in woven aluminum bands that echo Missoni’s classic undulating lines. The interlaced shell is clearly visible from within the store, establishing the sense that one is inside a Missoni garment. At night, the lighting trickles through the facade, creating an alfresco dance of chiaro and scuro. “The concept of the building started with two fixed points: Missoni and Los Angeles,” says creative director Angela Missoni. “How could each be woven into the other to bring the spirit and soul of Missoni’s tradition to L.A. in a suitably creative and unconventional way?” Now, we’ll all be able to discover exactly how the Missoni family and Signori Kinmonth e Monfreda have answered that question. 469 N. Rodeo Dr., Beverly Hills, 310-246-3060, missoni.com.