The Brand blog: Miss Sixty

Much like many of its customers, Miss Sixty is a teenager compared to the long-standing Italian fashion houses like Prada (1913) or Valentino (1960), but has definitely still had time to make an impact on the modern fashion scene. Established in 1991 as the sister line to the Italian streetwear label Energie, this brand has undergone rapid growth in its young life.

Miss Sixty 2003

By 2004, they boasted a total of 133 outlets globally. But unlike their colourful tops, this success faded pretty quickly. Due to Hassan’s life-ending illness as well as the 2008 financial crash, shops started to close and by 2010 Miss Sixty was almost a forgotten treasure.

2021 Bella Hadid Miss Sixty Campaign

But in 2012 the Chinese fashion house ‘Trendy’ saw potential and bought the Miss Sixty name. It seemed to take a while for the second wind to hit but the brand’s collections have more recently seen a huge resurgence in popularity and have become a favourite for any thrifter or Y2K enthusiast. This is in-part thanks to who else, but THE style icon of our era Bella Hadid (see pic). In 2021 she briefly became the face of the brand near the beginning of the ‘Y2K wave’, assisted by the unchanged retro red logo. Is there a brand she couldn’t bring back in?!

Some of our Miss Sixty Labels

We love Miss Sixty and do a little happy dance when we see that familiar logo on a neck tag or stitched onto the pocket of a cute denim mini. The brand has kept both the quality and affordability- something we can’t say about many names in fashion. Maybe the past dip in popularity was a warning to the brand to stick to what they know and keep this good thing going- but regardless of exactly what’s behind the consistency, we’re so here for it.

Long Live Miss Sixty!