M Missoni to Debut Cannabis Collaboration at Los Angeles Show

M Missoni is partnering with Los Angeles-based cannabis brand Pure Beauty to debut custom cannabis cigarettes in the fashion brand’s iconic zigzag patterns. The THC-containing pre-rolls will debut during M Missoni’s Feb. 4 event at L.A. landmark Pink’s Hot Dogs. Although CBD products have been a mainstay in fashion show gift bags and at events for several seasons, this partnership on psychoactive THC products is the first of its kind between a luxury fashion house and a cannabis brand. Pure Beauty is known for its stylish aesthetic; there’s a whimsical set of eyeballs on each joint, and the cigarette-style boxes are Millennial pink. The colorful M Missoni versions will be available for purchase for a limited time at select dispensaries in California. In a nod to creative director Margherita Missoni’s inaugural show in September, which featured a tram ride through the streets of Milan, the fall 2020 show will feature a Missoni-branded trolley transporting guests and M Missoni-clad models through the streets of L.A. to a showcase at Pink’s. “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.’ Pure Beauty

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