- Text Cristian Burbano
- 2nd March 2021
Milano today, Milano Domani (tomorrow) is the message presented by MSGM’s founder and creative director Massimo Giorgetti for FW21 via a collection celebrating the underground nightlife and youth culture of the city, and the yearning for its return.
The season also looks to more serious matters, especially to the change of social consciousness since Covid-19. Show notes open with ‘To reverse is to rewind, retrace, rethink, to consciously regain an understanding’ – a nod to the events of the last year, a time when many have used the period of quarantine and isolation to reflect on the past and work towards a better, more informed future.
Themes of time and reversing were interpreted in literal form through the brand’s FW21 film, featuring footage played in reverse. Broken down, the film is a collaborative celebration of Milan’s vibrant creative talent: filmed in Milan’s historic Teatro Manzoni, a venue recently re-opened as a cultural hub, and shot by young Italian director Francesco Coppola in collaboration with artist Alessandro Calabrese, Club Domani and editor Gea Politi who wrote and composed the spoken-word song, her own manifesto on all the things that make Milan special. On-screen, we meet a cast of models, dancers and actresses who all live in the city.
Tapping into the youth zeitgeist is Giorgetti’s calling card, and here, he fantasies about a new (but old) world where people can once again dress up, go out, socialise, and party. Giving off strong Euphoria vibes, lace turtlenecks matched with jersey hoodies, nylon bombers layered on vibrant ruffles. Pieces shimmered with after-hours sequins, while holographic jersey was made for club lighting. Short dresses and platform boots. Python-printed satin and glossy latex. Exposed midriffs, cut-outs and second-skin pieces complimented by relaxed, voluminous options. Needless to say, when Milan once again opens its doors, Giogetti is ready.