The first Missoni runway show was at Pitti fair in Florence, in 1967. Underneath what would become the brand’s signature knit, the models wore…nothing. The white bras originally planned had been obtrusive under the see-through Lurex fabric, so the brand matriarch, Rosita Missoni, asked the models to remove them. This scandalized the audience and press alike—Missoni was not invited back to Pitti the following year. But that didn’t stop the brand from becoming a household name.