LABEL LOVER BRAND Origin Milan
DESIGNER’S BACKGROUND Massimo Giorgetti had humble beginnings, working first in retail at high-end boutiques and later progressing as a creative consultant. in 2009, in partnership with the Paoloni group, giorgetti created the MSGM brand; he is also the creative director for Emilio Pucci.
Design SIGNATURES “The MSGM woman is both courageous and irreverent,” says giorgetti— much like the brand itself. its youthful vigour comes in the form of digital prints and colourful graphics with a sportswear touch.
CURRENT COLLECTION Giorgetti’s girl is all grown-up. Prints aside, colour coding is the motif for the season. Taking inspiration from the ’70s, the palette appears in texturised bursts of vivid oranges, fluorescent pinks and sharp blues. MSGM prints in spiralling florals and sportswear cuts are juxtaposed with ruffle adornments and ribboned tops.