Creative director Massimo Giorgetti presented a young and fun urban, street wardrobe, peppered by poetic, arty touches, for next spring.
On May 4, MSGM released a video titled “Che cento fiori sboccino” [“Let 100 flowers bloom,” in English] to celebrate the rebirth after the lockdown caused by the coronavirus pandemic. “For the first time in my life and in the life of the brand, I perceived the fall of the myth of the city as the place to be and the rise of a new desire for nature,” MSGMcreative director Massimo Giorgetti explained at the Riccardo Grassi showroom in Milan.
The designer translated this new state of mind in his men’s spring collection, which telegraphed a message of positivity and straightforwardness via a revisited streetwear sensibility. “I really realized that the MSGM man is young and fun,” said the designer, who developed a wardrobe targeting cool kids on the block.
Exalting the DIY attitude of the new generations, he played with artisanal and handmade techniques, including tie-dye in sorbet tones rendered on an organic cotton canvas anorak, a cardigan printed with tropical leaves, as well as the hand-knitted details of fringed intarsia sweaters and vests. In a poetic vein, which is really a signature element of the MSGM style, Giorgetti peppered shirts and nylon jacquard jackets with a quote by Isabella Santacroce’s cult 1995 book “Fluo,” expressing a desire for simple, pure feelings and freedom.
In addition, for the men’s lineup, the designer teamed up with American artist Seth Armstrong, printing three of his artworks, including one showing a view of Los Angeles’ Laurel Canyon at night, on pajama sets and on jacquard sweaters.
Giorgetti has emerged from isolation with his dynamo energy intact and a renewed commitment to forge a better future. Sustainability is becoming a top priority for his company. All the cottons used in both collections are certified organic, and he’s planning to make MSGM completely plastic-free in all its operations by 2021. “Steering the company in this direction is a huge effort, not only from a production standpoint but also from an economical one,” he stated. “This isn’t marketing—it’s for real. It’s honest. I’m completely committed.”
