License Global is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.


M Missoni Branches Out into Cannabis

The collaboration marks the first time a luxury fashion house has worked with a cannabis brand.

Luxury fashion house M Missoni has partnered with Los Angeles-based cannabis brand Pure Beauty to debut custom cannabis cigarettes.

The pre-rolled THC-containing cigarettes are emblazoned with the fashion brand’s zigzag pattern and debuted Feb. 4 at M Missoni’s L.A. event at Pink’s Hot Dogs.

This psychoactive THC product is the first of its kind to make its way to a luxury fashion brand. Pure Beauty is known for its aesthetic, with a set of eyeballs on each joint and millennial pink boxes to hold them. The M Missoni version will be available to purchase at select dispensaries in California.

“Margherita Missoni was attracted to showing in L.A. because, ‘It’s a place where fashion is not constrained by the rules of the system and is positively influenced by different lifestyles and passions,’” says Imelda Walavalkar, cofounder, Pure Beauty. “Pure Beauty perfectly aligns with that perspective. But, as a weed brand focused on resource conservation, what also excited us about this collaboration was M Missoni’s commitment to reuse, remix and respect the brand’s existing inventory with an eye toward sustainability.”

TAGS: Cannabis
Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.