Not only does Massimo Giorgetti never miss a beat – he makes them. The former DJ turned founder and creative director of Milanese label MSGM has remixed Italian fashion with kaleidoscopic colors, digital prints and hyperbolic shapes inspired by indie music and modern art. He presented his first collection in 2009, immediately hitting a nerve of the contemporary market and infusing youthful energy into an elusively elite retail environment. His customer is fashion-obsessed and yet code-irreverent, with courage than emanates from the closet and out into the streets. Trend-setting and sartorial, the entirely Made-in-Italy label has earned international cult status and is now sold in 300 stores worldwide.
Massimo Giorgetti manifests his affinity for larger-than-life muses in MSGM’s SS ’18 collection. A wide exposure to pop culture pioneers lends ample inspiration to the label’s creative process, and a finger on the pulse of the contemporary market ensures thoughtful distillation into sartorial singularity. Fluorescent technical fabrics in sculptural shapes channel Ugo Rondinone’s desert installation, complimented by the label’s signature maxi ruffles. Retro surf culture introduces sporty details and floral graphics in sharp, saturated schemes. The range of references gets tied together with Milanese sophistication – tailored bows, exaggerated proportions, intarsia knits and couture-inspired construction. Track pants, cropped trousers and Italian tweed punctuate the presentation with urban practicality. It’s an unmistakably-MSGM mashup that their customer will covet.