Massimo Giorgetti marked MSGM's 15th anniversary with a Spring collection runway show that was a vibrant homage to community and color, transforming a street adjacent to the brand's Milan boutique into a dynamic fashion backdrop. Known for his eclectic choice of show venues, Giorgetti brought the event closer to home, celebrating the brand's ethos of human connection and indomitable optimism. The collection itself, a fusion of bright hues, graphic motifs, and effortlessly feminine silhouettes, served as a testament to MSGM's distinct identity: well-crafted, fairly priced, and imbued with an undeniable sense of joy, aiming to counter the world's 'gray' with energy and light.
For the Spring collection, and to commemorate MSGM's milestone 15th birthday, Massimo Giorgetti chose a unique and symbolic location: the street next to the brand's Brera district store in Milan. This area, dominated by a brutalist former bank building, served as the central point for the event. The preparation backstage was openly visible to the public inside the store, fostering a sense of engagement and transparency. The fashion models paraded along the narrow Via del Lauro, which was artfully lined with an array of colorful 1960s chairs, including iconic designs like Fiam's Spaghetti and Vico Magistretti's Selene for Artemide, blending fashion with classic design.
Giorgetti has consistently emphasized the importance of a communal spirit within MSGM, believing that the inherent humanity in each creation is the brand's core strength and its lasting legacy. He envisions MSGM as a central hub connecting a diverse array of artists, designers, musicians, technical experts, and creative talents. This collaborative approach results in what feels like a collective endeavor, fueled by Giorgetti's unwavering optimism—a quality that he acknowledges is rare and constantly challenged in today's complex world.
The collection itself perfectly encapsulated the MSGM brand identity: it was lively, uplifting, and spontaneous. Its appeal stemmed from its directness and inherently positive spirit, conveyed through comfortable, feminine designs. These pieces were enlivened by a variety of graphic patterns, including stripes, polka dots, and florals. Garments made from poplin and cotton were transformed into practical yet stylish items, subtly incorporating streetwear elements, while a splash of vivid colors added a distinct vibrancy. MSGM deliberately steers clear of complex philosophical fashion statements, instead solidifying its position as a brand with a youthful and cool attitude—offering high-quality, reasonably priced, and unreservedly cheerful fashion.
Massimo Giorgetti articulated his hope that this "honest fashion" could infuse energy and a touch of brightness into the world. He remarked on the pervasive 'grayness' in global affairs, extending beyond mere meteorological conditions, suggesting that fashion, through its inherent optimism and vibrant expression, can serve as a powerful antidote, offering a much-needed lift and a sense of enduring cheerfulness to its wearers.