10 years later, Massimo Giorgetti still heralds the joyful possibilities of fashion.
With an exciting lineup of voluminous ruffles, bright colors, and artistic collaboration, MSGM celebrated its decade anniversary show in the Triennale di Milano’s Giorgio de Chirico garden. Massimo Giorgetti’s affinity for big, bold prints and colors paraded a striking neon runway alongside looks featuring the brand’s signature lace, classic tweed, blooming bows, frilly knits, and graphic prints. “After 10 years I really love my job and maybe I love fashion even more than in the beginning,” Giorgetti said. He used the anniversary as an opportunity to re-establish and reinvent brand codes, taking inspiration from the designs of past MSGM collections.
Already becoming one of the top-selling brands in Italy, MSGM has further expanded by reaching into the art world. Giorgetti’s show was surrounded by the surrealist sculptor’s Bagni Misteriosi works, and the garments nodded to New York-based artist Todd Bienvenu’s acrylic on canvas paintings. Bienvenu’s beachside paintings were splashed in panels across tailored blazers, printed on pockets, and featured on tote bags. Giorgetti’s watercolor florals, belted frocks, lace trouser suits, and taffeta blouses all comprised a bright, joyful, and elegant wardrobe. “It’s a special collection. I started MSGM 10 years ago, and there are all the parts of its DNA, parts of the brand here,” he said. I think it is like a stamp of MSGM but in a centre way, a little bit different from the past because it’s a kind of stamp of MSGM without ever looking back.” Giorgetti even dug back to the first MSGM collection to reuse an archival lace on a softly tailored pantsuit in a punchy shade of pink. As Giorgetti recalls his previous design choices, this 10 year anniversary marks a translation of brand archives into modern, wearable designs, ultimately manifesting nostalgia towards a refreshing, innovative collection.