Madison Avenue Fashion Heritage Week is an “interactive exhibition” staged in collaboration with The Museum at FIT (Fashion Institute of Technology). The store windows of participating brands will be dressed with exclusive historic garments and fascinating archival material, all of which can be viewed and enjoyed via mobile device. For the occasion, the windows of Missoni’s flagship store at 1009 Madison Avenue have been set up with archival photographs and garments made between 1969 and 1974, the years the fashion house debuted its iconic designs in the United States.
The Madison Avenue Fashion Heritage Week kick-off event will be held on Monday, October 20th, from 6 to 8 p.m. (local time) at the Missoni’s Madison Avenue boutique and will feature a conversation between Luca Missoni, Artistic Director of the Missoni Archive, and Valerie Steele, Director of the Museum at the Fashion Institute of Technology. Guests will include members of the Couture Council of the Museum at FIT, an organization that will receive part of the proceeds from sales during the weeklong initiative.
A dedicated website, MadisonAveFHW.org, is already live and offers users a complete map of the boutiques participating in Fashion Heritage Week, allowing people to enjoy the full experience of the initiative from their mobile devices. The public will be accompanied on a virtual historic-iconic path through access to special content created by the brands participating in the project. Missoni presents a previously unreleased video in which Rosita Missoni, who co-founded the company with her late husband Ottavio, talks about the fashion house’s arrival in the States. Along with the video, there is a series of photographs from the company’s historic archive in Sumirago.