Milan Fashion Week: MSGM SS21

MSGM Spring 2021 by Massimo Giorgetti brought along several changes for the Milan based label. Young by definition, always colourful and over the top, very close to the street style but also exuberant and fantasy, the brand kept what was working and changed what, on the contrary, was outdated. It is now more wearable, easy and also androgynous. Giorgetti does not give up on colours which, on the contrary, are central in the collection. 

Giorgetti explained that, in order to reach these conclusions, had to work greatly on himself and his vision but, especially, had to listen to others’ point of view. Pieces of the collection have been sent to different women around the world – not models only, but also “common” girls working or studying, physics, literates or researches. They chose one look, tried it on and shot it in some photographs for the campaign. They then gave their impressions: how garments were on the body, what they liked and what they did not. A deeply instructive process for Giorgetti. 

The collection is lively: vitamin colours, ruffles everywhere, suits and maxi dresses. Chunky boots, so fashionable right now, alternate with leather sandals with open toe. Abstract prints go together with little applications and embroideries of fruits. There is something playful and personal in all of it. 

Cover image courtesy: MSGM