Manifesto.
Women’s
Fall Winter 2021
This brand is not only
synonymous with apparel;
I can recognize
what MSGM is or is not
from the energy it spreads.
Msgm was founded in milan, in 2009, by massimo giorgetti, whose creative spirit has managed to employ the great tailoring tradition of made in italy products to create extremely contemporary and modern style collections. Capable of interpreting the latest trends in an original and kaleidoscopic way, msgm is a free spirit and vocation for anything that is current and immediate. Some of the brand's claims, which also feature on its iconic t-shirts, include: "never look back, it's all ahead" and "lightness is not superficiality." the ability to reinterpret the past through a modern language - so colorful, sometimes ironic but never dull - as well as to read and anticipate the future, has made msgm one of the most acclaimed italian brands on the international scene.
For the first time in italy, msgm introduces a proposal for designed contemporary: streetwear elements meet womanly and tailoring ones and the logo is used in a brand new way. Selected as one of the best emerging collections by "vogue talents" in 2010, the brand was also a finalist for the new fashion talents competition "who's on next". In 2013, in the heart of milan's brera district, the first flagship store msgm was opened in a neo-minimalist space, breaking new ground with a never static and constantly evolving format which has been subsequently exported throughout the world. Today, msgm flagship stores and sis are found in the main fashion hubs includingm Milan, London, Paris, Tokyo, Seoul, Hong Kong, Beijing, Shanghai, Singapore, Macau.
Artistic influences and a well-developed ability to interpret the present blend together in massimo giorgetti who, after some years in the retail and consulting industry, launched the msgm project as an acronym of his own name. A passion for indie music has always inspired massimo's creative process, which draws extensively on a current zeitgeist.
Having grown up in Rimini in the years of beach and club culture, he is able to mix a variety of inputs and harmonize them into youthful, individual aesthetics. Colors and prints burst in his style as a visual interpretation of rhythmic accents and overwhelming beats. Eager collector and lover of pop art and contemporary art in general, besides being the brand's creative director he fosters many collaborations between art and fashion, teaming up with artists of the likes of maurizio cattelan, pierpaolo ferrari, nico vascellari and henry hussey. In 2017, he launched the brand's spotify channel with a personal playlist; he has collaborated with design brands including molteni & co; he is a keen sponsor of 'the verve: photographs by chris floyd' exhibition at the art bermondsey project space in london. As the msgm brand grows at an exponential rate, massimo giorgetti's upcoming projects are as eclectic and unpredictable as his personality.
Polaroid x MSGM
capsule collection
