Malfy x Missoni: A stylish collaboration celebrating Italian design and taste

We caught up with the team:  Marie-Eve Poget, Global Marketing Manager, Project Lead, Maria Motyka, Senior Global Brand Manager, Culture and Experiences and Lewis Whitlock, Assistant Brand Manager, Innovation to discuss more about this exciting partnership that fuses authentic Italian flavour with unmistakable design.

How successful was the first season of the collaboration?

Marie-Eve: It was a tremendous success. We achieved our core objective of accelerating our brand equity growth. Missoni’s power is enabling Malfy to differentiate itself, reinforcing Malfy’s effortlessly stylish appeal. The exclusive, collectable design of the bottle and iconic glassware is sparking real desire and talkability, especially among our style-conscious audience, while also opening up commercial opportunities by expanding our on-trade distribution. The collaboration pushes the conversation forward by showing how fashion and spirits can intersect to create something truly immersive. It’s about building emotional connections through fashion and design, offering consumers not just a drink, but a lifestyle moment they want to be part of.

Malfy and Missoni are match made in heaven. In addition to both being renowned for epitomising the Italian lifestyle, what truly brings Malfy and Missoni together is our shared sense of joy, style, and vibrancy. Both brands embrace a playful approach to design and creativity, which makes our collaboration feel not only natural but also exciting and fresh.

Tell us about this year’s collaboration with Missoni

Marie-Eve: Building on the runaway success of year one of our partnership, we’re going bigger: launching a bold new equity-building campaign that blends fashion-forward digital content, high-impact influencer partnerships, and irresistible product design to supercharge earned media opportunity. This year, we’re focusing on our dry expression, Malfy Originale and the iconic copa glass, which presents a fantastic opportunity given current market trends. Further, we are leveraging the power of the partnership to unlock elevated on and on trade opportunities globally.

Our collaboration feels not only natural but also exciting and fresh.

How did you decide on this year’s limited edition design?

Lewis: The inspiration for this year’s bottle design comes from the Missoni’s 2025 Resort Club project, created by Alberto Caliri, its creative director. Alberto himself brought a piece of the Resort Collection’s fabric to a creative session as we were wrapping up year one and kicking off year two. That served quite literally and metaphorically as a canvas for our new design. 

This latest expression showcases how seamlessly both of our worlds combine. We are particularly happy that Missoni’s palette of deep blue and ocean turquoise of the resort collection matches perfectly Malfy’s turquoise hues. It means that from a visual standpoint, we’re able to integrate our limited edition bottle and capsule collection, including the copa glass, with Missoni’s Tonga pattern, in an effortlessly seamless way. 

What is the collaboration’s global launch and activation plan?

Maria: Whilst this is a global initiative, our key partners include Italy – Malfy’s #1 market – alongside the Middle East, UK and Turkey. Following the highly successful global launch activation in Italy’s Forte dei Marmi – an immersive two-day experience that brought press and influencers on the ultimate la dolce vita journey, the Malfy x Missoni way – fuelling earned media and driving engagement, we have planned a full calendar of PR moments, from Fashion Week to Design Week. Further, building on the success of year one activations, including pop ups across Milano’s Rinascente and Drift in Dubai, to name a few, we will be activating our limited edition bottle and glass in prestige on and on off trade to drive commercial impact, as well as drive Malfy visibility through synergies with Missoni’s Resort Club project.

Missoni’s palette of deep blue and ocean turquoise of Missoni’s Resort Club project matches perfectly Malfy’s turquoise hues.

Do you have a signature cocktail for this year’s limited-edition bottle launch?

Maria: Building on the phenomenon of the quintessentially Italian Negroni – #1 best-selling classic cocktail for the third consecutive year according to Drinks International and the spritz trend, as well as in the spirit of the elevated nature of the campaign, we’ve created Bianco Royale Spritz. Marrying together these two Italian icons of aperitivo culture with champagne results in a drink that not only tastes exceptional but also embodies the effortless sophistication and sensory richness of the Italian lifestyle.