Ten years strong

Fashion | 14 June 2019

If vibrant, in-your-face designs are what you’re after, MSGM never fails to deliver. A brand known for its out-there prints and unconventional silhouettes, boldness underpins every collection that creative director Massimo Giorgetti brings to life.

To mark the label’s special ten-year anniversary, Giorgetti threw a party to remember for his Pitti audience. “This collection is like a stamp of our DNA, a map of our future,” remarked the designer, as the SS20 range built upon MSGMs hallmark design codes. In customary fashion, fluorescent colours permeated the collection, as tie-dye hoodies and gradient-dyed long-sleeved tops took centre stage. Swimwear was remixed with Hawaiian-style tropical shirts, while illustrations designed by German artist Norbert Bisky appeared on blazers. Even the comparatively subdued looks still packed a sartorial punch: peach paisley shirts were combined with two-tone leopard-print trousers for delicate-yet-daring ensembles.

Giorgetti also went full-throttle when it came to accessories. Abstract floral-print cowboy hats looked to be the stuff of dreams for the Lil Nas X-loving generation, while the brand joined forces with FILA again to serve up bum bags, caps and the FILA Adrenaline sneakers which were made into next-level necklaces. Now at the decade milestone, MSGM clearly shows no signs of slowing down.

GALLERYCatwalk looks from this show