{"id":48416,"date":"2026-07-09T00:13:20","date_gmt":"2026-07-09T00:13:20","guid":{"rendered":"https:\/\/www.europesays.com\/france\/48416\/"},"modified":"2026-07-09T00:13:20","modified_gmt":"2026-07-09T00:13:20","slug":"inside-margherita-missonis-intimate-couture-week-pop-up-in-paris","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/48416\/","title":{"rendered":"Inside Margherita Missoni’s Intimate Couture Week Pop-up in Paris"},"content":{"rendered":"

\n\tPARIS \u2014 As another fashion week week fills the French capital with runway shows and big blowout parties, Margherita Missoni<\/a> has opted for a decidedly more intimate approach to retail<\/a> by inviting guests to brunch.<\/p>\n

\n\tFor just two days, the designer is welcoming clients into her grandmother\u2019s Paris apartment for an appointment-only trunk show showcasing the latest Maccapani collection, including a shark-themed capsule collaboration with Bianca Brandolini.<\/p>\n

\n\tThe private residence then doubles as a temporary showroom, where guests who have booked through Instagram or via the brand\u2019s newsletter can browse and shop.<\/p>\n

\n\t\u201cWe\u2019ve been doing this concept for a few seasons now,\u201d Missoni<\/a> said, noting it was the fourth time they\u2019ve hosted the midsummer affair.<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\t\t\t\t\tERIC TACCHINI \/ Courtesy of Maccapani<\/p>\n

\n\tMissoni said couture week feels like the right moment for the Paris pop-up<\/a> because it already brings the fashion crowd, while offering a calmer schedule than the intensity of the traditional ready-to-wear calendar.<\/p>\n

\n\tMissoni\u2019s at-home setting offers a much more intimate retail<\/a> moment rather than a traditional pop-up<\/a> activation.<\/p>\n

\n\tThe Italian designer\u2019s hyper-personal strategy reflects a broader shift toward experiential retail, where clients are looking for more than racks of merchandise. They want conversation, personalization and a direct connection with a brand.<\/p>\n

\n\tThat\u2019s also true of Maccapani\u2019s first permanent boutique, which opened in Milan in March.<\/p>\n

\n\tBeyond ready-to-wear, the store offers rotating vintage selections and curated antique objects all from \u201cwarehouses\u201d of her family\u2019s personal collections, as well as a personalization program so that customers can customize signature jacquard pieces with ribbons, patches and other bespoke details.<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\t\t\t\t\tERIC TACCHINI \/ Courtesy of Maccapani<\/p>\n

\n\t\u201cI love having a store,\u201d Missoni said. She hopes to expand her direct-to-consumer retail footprint in the coming years. \u201cI love the rhythm of it. It\u2019s more attuned to how I want my life to be.\u201d<\/p>\n

\n\tShe added that wholesale remains challenging for independent brands, making DTC a more important focus for her.<\/p>\n

\n\tLooking ahead, she hopes to open additional locations, next in Venice and eventually Paris \u2014 but that\u2019s a few years down the road, she said.<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\tMissoni and Brandolini<\/p>\n

\t\t\t\t\t\t\t\t\tERIC TACCHINI \/ Courtesy of Maccapani<\/p>\n

\n\tThe opening day itself felt more like an open house than a retail launch. Guests were welcomed with a seasonal brunch from Paris-based private chef L\u00e9a of Casa L\u00e9a, who previously worked in fashion before launching her culinary business and now creates bespoke dining experiences for brands and private clients.<\/p>\n

\n\tPlates of fresh fruit, baked goods and crisp salads offset the day\u2019s heat. As for the collection, the offering centered on the three-year-old brand\u2019s signature separates, particularly colorful coordinated sets made with repurposed yarns, lightweight jacquard tailoring, seamless swimwear-inspired pieces meant to be mixed and layered, as well as easy jersey dresses.<\/p>\n

\n\tThe capsule with Brandolini also revisits the brand\u2019s bestselling \u201cMoto Tee\u201d \u2014 a motorcycle-inspired silhouette \u2014 this season featuring a shark motif inspired by the Italian model\u2019s longtime affinity for the animal.<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\tThe shark-themed shirt from the Bianca Brandolini collaboration capsule.<\/p>\n

\t\t\t\t\t\t\t\t\tERIC TACCHINI<\/p>\n","protected":false},"excerpt":{"rendered":"PARIS \u2014 As another fashion week week fills the French capital with runway shows and big blowout parties,…\n","protected":false},"author":2,"featured_media":48417,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[31978,13710,30,12602,5611,3215],"class_list":["post-48416","post","type-post","status-publish","format-standard","has-post-thumbnail","category-paris","tag-knitwear","tag-missoni","tag-paris","tag-paris-couture-week","tag-pop-up","tag-retail"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/48416","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/comments?post=48416"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/48416\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media\/48417"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media?parent=48416"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/categories?post=48416"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/tags?post=48416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}