Not only does Massimo Giorgetti never miss a beat – he makes them. The former DJ turned founder and
creative director of Milanese label MSGM has remixed Italian fashion with kaleidoscopic colors, digital
prints and hyperbolic shapes inspired by indie music and modern art. He presented his first collection
in 2009, immediately hitting a nerve of the contemporary market and infusing youthful energy into an
elusively elite retail environment. His customer is fashion-obsessed and yet code-irreverent, with
courage than emanates from the closet and out into the streets. Trend-setting and sartorial, the
entirely Made-in-Italy label has earned international cult status and is now sold in 300 stores
worldwide.

Massimo Giorgetti manifests his affinity for larger-than-life muses in MSGM’s SS ’18 collection. A wide
exposure to pop culture pioneers lends ample inspiration to the label’s creative process, and a finger
on the pulse of the contemporary market ensures thoughtful distillation into sartorial singularity.
Fluorescent technical fabrics in sculptural shapes channel Ugo Rondinone’s desert installation,
complimented by the label’s signature maxi ruffles. Retro surf culture introduces sporty details and
floral graphics in sharp, saturated schemes. The range of references gets tied together with Milanese
sophistication – tailored bows, exaggerated proportions, intarsia knits and couture-inspired
construction. Track pants, cropped trousers and Italian tweed punctuate the presentation with urban
practicality. It’s an unmistakably-MSGM mashup that their customer will covet.