Massimo Giorgetti had MSGM’s resort lookbook shot in Milan. “Why go for a show in a faraway destination when Milan is so full of beautiful sites?” he reasoned. So he stayed put. Milan is where his brand was built.
To find an artsy angle, he enlisted interior photographer Delfino Sisto Legnani, whose tome Milan Entryways gives a pretty good idea of why Milanese architecture is thought to be so full of hidden gems. Their location of choice was an elegant yet rather demure (a very Milanese situation) hall in the Palazzo Ina, a modernist building designed in the ’50s by architect Piero Bottoni. Giorgetti, who has never met a color he doesn’t like, loved the pastel hues of the tiny mosaic tiles covering walls and pillars. “I thought they were molto MSGM,” he said.
The choice to go softer on the color palette gave hints of the shift towards the more nuanced aesthetic Giorgetti is pursuing. “I’m growing up, and MSGM is growing up with me, and with my customers and followers,” he said. While retaining its exuberant side and the references to the streetwear all’italiana that put the label on the map 12 years ago, resort conveyed a more elevated and feminine feel, with a focus on relaxed tailoring and frisky party dresses.
Playing with plenty of ruffles, bows, and 3D raffia daisies sprouting here and there, Giorgetti kept silhouettes graphic and unfussy. The MSGM girl is a bit tomboyish, alternating between a taffeta a-line minidress with a huge fiocco on the shoulder and masculine-tailored pieces printed in soft-toned hues. The designer is partial to a good pattern; here he indulged in a menagerie of animalier motifs—cows, pythons, giraffes—rendered into dripped abstractions. From a recent trip to Tanzania he brought back images of blazing landscapes and saturated sunsets, which he printed on the lining of blazers and field jackets. Yet the collection’s temperature was calmer and less ebullient than usual. Is he surrendering to his romantic side perhaps? “Yes, I’m a romantic,” he conceded. “But a romantic from the underground.”
