Dixie
Imperial · Italy
Dixie is a Florentine womenswear brand founded in the late 1980s by Massimo Frosini and Gianni Guastella. Known for retro inspired, detail focused clothing, it also sells jewellery and accessories and was acquired by the Imperial group in 2014.
| Origin | Florence, Italy |
|---|---|
| Founders | Massimo Frosini, Gianni Guastella |
| Founded | Late 1980s |
| Parent group | Imperial (since 2014) |
| Website | dixiefashion.com |
What is Dixie?
Dixie is an Italian ready to wear brand based in Florence. It is often described as one of the best known names of Florentine pronto moda, the fast turnaround fashion segment for which the Florence area is known.
History
The brand was founded in the late 1980s by Massimo Frosini and Gianni Guastella. In 2014 Dixie was acquired by the Imperial group.
Products and positioning
Dixie designs clothing for women with a distinctive personal style. Its collections are known for retro inspiration and close attention to detail. The range covers:
- Womenswear, including knitwear, sweatshirts and dresses
- Bijoux and fashion jewellery
- Accessories
Distribution
The brand sells through its own online store and through large online retailers such as Zalando in Italy, alongside affiliate partnerships for its e-commerce.
Why it matters
Dixie shows how a Florentine pronto moda label can develop into a recognised consumer brand and become part of a larger Italian fashion group, using online channels to reach customers beyond the multibrand boutique network.
Frequently asked questions
Where is Dixie from?
Dixie is a womenswear brand from Florence, Italy.
Who founded Dixie?
Dixie was founded in the late 1980s by Massimo Frosini and Gianni Guastella and was acquired by the Imperial group in 2014.