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Margherita Missoni Maccapani Amos “Never Forget It’s Just Fashion At The End Of The Day”
MMMA talks to us about her latest venture “Maccapani,” her art, her thoughts on social media and...
Feature 08 Jun 2024

Congrats on Maccapani! Wanna share some thoughts on how this label came about after your departure from Missoni in 2021?
Maccapani came right after the pandemic; after Covid, nobody wanted to give up comfort. I started to think about how to retain it in a functional attractive aesthetic that could follow modern life, and that unlike a lot of contemporary casual clothing that is derived from menswear, could be rooted in a fundamentally female point of view. There seemed to be a new space in the market for an alternative to streetwear or athleisure that starts from women and a feminine mindset. Maccapani is very much built around the shape of a woman and fully developed in jersey, just not a sweatshirt jersey. It’s much richer, textured, and elegant.

What are the three things you never leave the house without (apart from phone, wallet, keys, etc.)?
The vintage merchandise bag from my grandfather’s old travel agency that inspired the name of the brand (Maccapani), my sunglasses and of course my Oura Ring that helps me monitor sleep, exercise, heart rate and blood oxygen levels at night.


Who do you have in mind when creating Maccapani designs?
Maccapani, for me, is a model of uniqueness that transcends rules, codes, and canons, and our clothes are connected to the liberation of the woman’s body. As the years went by, I started noticing that when taking on new roles—as a mother, as a grown woman—people expected me to dress ‘modestly’ to avoid a reaction. With Maccapani, I want women to feel comfortable and confident dressing at any age; women should be able to showcase their bodies because they are happy and not out of fear of a reaction or to create a response. Maccapani was designed and created with the women in my life in mind, how they live and how they dress. Women who need a functional wardrobe that can cover the various activities of the day that each of us has to face, from work to family commitments to the
private sphere.

Whats the best advice your famous Nonna Rosita has ever given you?
“Never forget that it’s just fashion at the end of the day.” Of course, this world makes you dream and have fun, but we are not saving the world; we only make clothes. This is part of my family philosophy.

You share a very real/ personal version of “you” on your insta. What are your thoughts on filters, manipulation and curation on social media?
Social manipulation can be culturally very harmful, although I live some of it as a performance, a form of escapism.

Assuming even Margherita Missoni Maccapani Amos sometimes has a shitty day of self-doubt and misery, what do you do to cheer yourself back up and put yourself back in I-can-do-it-all mode?
Meditate, meditate and meditate.

Caroline Walker, Closing Scenes, 2014, from Set Piece series, Oil on Linen, 165 x 215 cm.

Fast forward five years. What do you hope you still do/no longer do?
In five years I hope I won’t be acting as chauffeur for my children anymore and I really do hope that I will have a structured team at Maccapani with a dedicated sales, merchandising and retail department.

If you had a superpower, which one would it be and why?
Definitely be in multiple places at the same time.


Favourite art work you own? And favourite artists or artwork you wished you owned? (Maybe they are reading this 😉
My favourite art piece in my house is Set Piece by Caroline Walker.
Also, right now I’m very attracted to Skuja Braden’s work, an artist duo based between Latvia and California represented by Kaufmann Repetto Gallery with whom Maccapani had the honour of collaborating with on the occasion of the last pop up at Webster in Miami. Their works are all related thematically and conceptually, exploring how the private and the public are intertwined.

What are you really excited for in 2024?
Moving house.

Image credit: Paula Lingyi Sun, Pavel Golik

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