Massimo Giorgetti shot MSGM’s vacation book in Milan. “Why go to a show far away when Milan is full of beautiful sights?” he reasoned. So he stayed put. Milan is where his brand was established.
To find an artistic angle, he brought in interior photographer Delfino Sisto Legnani, whose book Milan Entryways is very well Shows why Milan’s architecture is considered full of hidden gems. The location they chose was an elegant but rather dignified (very Milanese situation) hall in the Palazzo Ina, a modernist building designed by the architect Piero Bottoni in the years. Giorgetti never came across a color he didn’t like, preferring the muted tones of the small mosaic tiles that cover the walls and columns. “I thought they were molto MSGM,” he said. A shift towards the more nuanced aesthetic that Giorgetti was after. “I’m growing, and MSGM is growing with me, my clients and followers,” he said. While retaining its exuberant side and references to streetwear all’italiana, the label was on the map a few years ago 12, the resort conveyed a more regal and feminine feel, with an emphasis on loose tailoring and breezy party dresses.
Playing with lavish ruffles, bows and 3D raffia daisies sprouting here and there, Giorgetti kept the silhouette graphic and simple. The MSGM girl is a little more androgynous in taffeta A-line minis with hugefiocco shoulders and masculine cuts in pastel prints. The designer’s favorite patterns; here, his menagerie of fascinated animals—cows, pythons, giraffes—was rendered as dripping abstraction. On a recent trip to Tanzania, he brought back imagery of fiery landscapes and saturated sunsets, which he printed on the linings of blazers and field jackets. However, the temperature of the series was calmer and less enthusiastic than usual. Maybe he surrendered to his romantic side? “Yeah, I’m romantic,” he admitted. “But romance from the underground.”
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