Envisioning a salt-washed fantasy world, Massimo Giorgetti delivered a fresh and cool collection that restated his talent for connecting with younger generations.
Rippling waters and fiery sunsets, saturated colors as captured on film, when the dazzling light of the sun becomes gentler, before giving way to night: Stephen Milner’s photographs are among the inspirations behind CANONE INFINITO®️
Once again, Massimo Giorgetti proved that he understands youths and their codes like no other.
For spring 2022, he channeled their desire for freedom in a poetic fashion film evoking the sun-drenched atmosphere in the photography of San Diego-based artist Stephen Milner.
Centered on a group of boys spending a day at the seaside, the short movie showcased a more contemplative mood compared to MSGM previous digital presentations. “I noticed there’s this desire to reveal the skin but not in a sexy way, rather more delicately, with romanticism,” Giorgetti explained.
The connection with nature played a significant role in creating the fun and spirited collection. The underwater theme, which also captivated Prada’s co-creative directors Miuccia Prada and Raf Simons this season, inspired the bold prints featured on graphic tees adorning the garments.
An artisanal feel ran through a charming intarsia cardigan with shell motifs, a mohair sweater depicting a mermaid and structured sweatshirts handwoven using strips of recycled organic cotton. (Attention to recycled fibers and natural techniques was heightened throughout the range.)
The ’90s-inspired range included workwear jackets and cargo pants dyed naturally for a watercolor-like effect. Sharks motifs and prints of crabs and shells outlined with piercings popped up on knitwear, while raw-cut hoodies and bowling shirts rounded out the lineup. Pastel tones with energizing orange and vibrant green gave everything a joyful zing.
Sport references, including wetsuit tops and leggings, nodded to the Californian surf scene portrayed in Milner’s images and punctuated another fresh and cool collection from MSGM.
#MSGMSS22 @MassimoGiorgetti
photography #StephenMilner
