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Missoni Impossible

The family-owned Italian brand may have more unmet potential than any heritage fashion house. And ABG, which is attempting to acquire the company, has the capital to unleash the opportunity. But at what cost?

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Livio Proli
Internally at Missoni, many employees and other executives have bristled at Proli’s approach, noting his obsession with provocative and promiscuous clothing. Photo: LaPresse/Alamy
Lauren Sherman
November 20, 2025

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Earlier this week, I started looking into Authentic Brands Group’s potential acquisition of Missoni, the Italian fashion house best known for its unforgettable zigzag knit. I say potential, if only because we know how precarious these deals can be—especially with ABG. Founder and C.E.O. Jamie Salter has demonstrated a willingness to pay a premium for premium brands. But Salter’s price requires the total control that naturally comes with any asset transaction, and yet historically befuddles many fashion people and creatives who yearn for the right owner who will respect the heritage, etcetera.

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