Vittorio Missoni, a scion of famous Italian fashion house Missoni, is missing after a plane carrying him along with wife Maurizia Castiglioni and two friends disappeared in Venezuela.
The 58-year old co-director of the fashion house, who heads marketing, is one of six people on the small plane that went missing off the coast of the Latin American country two days ago.
Venezuelan air and sea rescue services are searching for the plane which vanished after taking off from the resort of Los Roques, an archipelago off the coast, the company said in a statement.
Vogue Italia put up a 'Bring Vittorio Missoni home' banner and picture of Missoni up on its website.
Missoni is the oldest son of the son of Ottavio and Rosita Missoni, founders of the Italian fashion brand, which is known for its bright colours and zig-zag designs.
Missoni has stores in North and South America, Europe and Asia, including Saudi Arabia, Kuwait, the UAE, Lebanon, Morocco and Qatar.
The fashion house was founded in 1953 and has branched out into hospitality and home furnishing lines. The company also has a hotel in Kuwait.