MSGM celebrates 10th anniversary with pop sophistication

By

Dominique Muret

Published
Sep 22, 2019

The cheeky young girls have grown up and are now more interested in dressing up like ladies, in all-over lace looks, for example, or tweed coats. That's what Massimo Giorgetti seemed to be implying with his beautiful anniversary collection, presented on Saturday in the gardens of the Triennale di Milano. For Spring/Summer 2020, the Italian designer joyfully remixed the hits and classics of MSGM, known for its young, fun and colourful spirit, all while projecting his brand into the future
 

Indeed, this season's MSGM woman adopted lace and suits into her wardrobe, but in shocking pink and egg-yoke yellow. She wore tweed dresses, but they quickly unravelled into long, flowing fringes. Humour and irreverence were never far from the surface in this poppy collection, which radiated freshness and energy through cool details and intense colours.

Romantic taffeta dresses in saturated shades, such as royal blue, orange, green and pink, were decorated with giant bows and ribbons. Tops with frilly sleeves and XXL collars were closed with large ribbons knotted at the back, and preferably paired with cycling pants or a pair of tie-dye jeans. 
 

In order to downplay sensual flowing organza looks, Giorgetti found a simple solution: he added little gilets or collarettes in knitted grandma lace, also in vivid colours. At times he slipped a simple t-shirt under the transparent fabric.

Prints, another of the brand's popular trademarks, were also present in floral motifs that looked like blurred photos taken at speed. These were splashed onto dresses and tunics in ultra-light technical fabrics, as well as a nylon trench, to create an impressive effect reminiscent of Claude Monet's Water Lilies.
 

Fluorescent tones were also on the menu, seen in funny totes in neon yellow and pink crochet. For the finale, the models all came out in cotton mini-dresses with high collars and leg of mutton sleeves. 

At 42, Giorgetti is still going strong at the contemporary ready-to-wear brand that he launched in 2009 with the support of Manifattura Paolini, who produces his collections. Last year, they were joined by Italian investment fund Style Capital, which has visibly given a boost to MSGM. The brand, which just moved its Milanese flagship store to a new, more spacious locale, will have 43 monobrand stores around the world by the end of the year.

The brand's products, which are 100% made in Italy, have gained in quality and the label looks to be in a strong position to move towards creating higher-end luxury goods, shifting away from its streetwear aesthetic towards something more sartorial, but still appealing for younger consumers.