- 15th July 2020
The city was once the place to be, an irresistible hub of activity to which all were drawn like moths to a light. Those days are now over, at least in eyes of MSGM creative director Massimo Giorgetti, for whom the last few months have shifted the paradigm on urban living for good. “For the first time in my life and in the life of the brand, I perceived the fall of the myth of the city as the place to be and the rise of a new desire for nature,” he said in the accompanying press release for MSGM’s SS21 collection.
In lieu of a runway collection, Giorgetti teamed up once again with director Luca Finotti for a ten-minute film starring a new generation of rosy-cheeked, wide-eyed youth that embody MSGM’s forward-thinking principles. Entitled, Non so dove, ma insieme (I don’t know where, but together), the film explores a post-lockdown world, vibrantly coloured with pastel hues and brimming with optimism.
The film stars seven protagonists, who were all cast over Instagram, including the actor Federico Cesari, trans activist Francesco Cicconetti, designer Naomi Oke, synchronized swimming champion Camilla Vettore, models Diogo Gomes and Matteo Tagliabue and stylist Cai Yu. With workwear pieces worn over typically catchy printed t-shirts in tie-dye, paisley and Monstera leaves as well as three works by the American painter Seth Armstrong emblazoned onto knitwear – these are clothes that bring joy.