Reports that Missoni has plans to launch a lower-priced line have already been debunked by one of the brand's most public faces, Margherita Missoni.
"Missoni is NOT launching a second line," Margherita tweeted on Friday, a day after The Wall Street Journal reported on the family's plans for a diffusion line. "We already have a second line and it's called M Missoni."
Earlier, Margherita had also tweeted to Elle UK that its story regarding the new line was "completely false."
Curiously, it was Margherita who was quoted in the Journal's story about the line, which the paper reported was spurred by the success of the family's popular collaboration with Target. Missoni reportedly said the diffusion line would be higher-priced than the Target offering. "I don't think I could put the zigzag on that," she said, referring to the price point.
The story was pegged to the methods Missoni has used to stay ahead of the curve.
"You need to evolve," Margherita said. "If you sit for a moment, you're not relevant in fashion anymore."
We've reached out to Missoni for comment, and will update this post when we have a response.
Missoni is NOT launching a second line. We already have a second line and it's called M Missoni.— M Maccapani Missoni (@mmmargherita) November 16, 2012
@ELLEUK this is completely false— M Maccapani Missoni (@mmmargherita) November 16, 2012
Photo courtesy of Yoox.