Massimo Giorgetti is very good designer and this was clear since the beginning. In the last period we have also discovered that he is very good at creating impactful messages as well, small “quotes” that go great on social networks and allow MSGM to reach a even greater audience and different target. After all, pop culture has always been in the DNA: of him as an individual and of his brand, accordingly. The slogan of the menswear collection, presented in the frame of the Menswear Milan Fashion Week (digital, like everything else at the moment) says “I don’t know where, but together”. Although concise, the sentence is sufficient to summarize the themes of the following video: social distance, uncertainty, the need to physically meet each other again.
Giorgetti is personally linked to the imagination of the Italian Adriatic coast, which is a bit like an outdoor playground, among discos, sun, beach and friends. In several interviews, the designer spoke about these places, which gave him both freedom and inspiration todo what he now does. Thus, MSGM speaks precisely to those young people who want to feel free, and who translate their freedom in the colours, prints, forms of what they wear.
Along with this background, there is also street wear and work wear, softened by pop colours. Colours are indeed at the center of Giorgetti’s aesthetic, in a somehow futuristic way. If on the one hand there is a return to the authenticity of natural relationships (unfiltered from the screens), on the other hand there is sensitivity to the technological media and creative spaces that they can open. The same technology that allowed the MSGM team to work during this last period and that gave them the possibility to collaborate with the American painter Seth Armstrong, whose works are printed on some items of the collection.
Cover image courtesy: MSGM via vogue.com