picnic on acid

MSGM SS22: hyperreal fruits, gingham and neon acid joy
By Kinza Shenn | Fashion | 26 September 2021

MSGM’s SS22 collection can be simply described as a picnic on acid – or HYPERSUMMER®️ as coined by Massimo Giorgetti. Berserk with neon gingham and ruffles, bold joy was the intent, and kept any hints of countryside charm as a side note to what was ultimately a love letter to city life in its full return. The show itself was staged at The Library of Trees urban park against the tall Milanese skyline.

Giorgetti cited Elio Fiorucci’s pop art as inspiration for the hyperreal fruits that decked tracksuits and fanning plissé dresses. Visceral and playful, the gingham itself referenced the annual posters that Steven Frykholm created for Herman Miller’s company summer picnics during the 70s and 80s. Much in the way that Frykholm’s graphics turned heads at the water cooler, the full picture made RSVPing to the party an easy yes.

GALLERYCatwalk looks from this show