Massimo Giorgetti has always had a knack for location scouting, staging MSGM’s shows in Milan’s most disparate venues. From underground stations to crumbling warehouses to sleek architectural masterpieces, he has explored the city’s potential as a fashion backdrop countless times. For spring, and in honor of MSGM’s 15th anniversary, he staged a sort of homecoming: The collection took over the street next to the brand’s Brera shop, a Brutalist former bank now crowned as the show’s epicenter. Backstage happened in full view of the public inside the store, while the catwalk snaked through the narrow Via del Lauro, flanked by a long string of colorful ’60s chairs, iconic design pieces like Fiam’s Spaghetti and Vico Magistretti’s Selene for Artemide.
Giorgetti has always championed the communal spirit, believing that the humanity woven into every MSGM piece is the brand’s true value and the legacy it will leave behind. He positions MSGM at the crossroads of a buzzing network of artists, designers, musicians, technicians, and creatives, orchestrating what feels like a choral practice powered by his indomitable optimism—a rare commodity in a world that seems determined to test it at every turn.
The collection itself was quintessential MSGM: colorful, uplifting, spontaneous. Its appeal lay in immediacy and an instinctive, positive attitude, expressed through easy, feminine shapes brought to life with graphic patterns, stripes, polka dots, and florals. Poplin and cotton were crafted into wearable pieces with a gentle streetwear edge, while vibrant color added just the right dash of zing. MSGM isn’t interested in lofty conceptual statements; it has carved out its niche as a brand with a cool, young spirit—well made, fairly priced, and unapologetically joyful.
“I hope that honest fashion can bring energy and a bit of light,” Giorgetti said. “There’s too much gray in the world—and I’m not just talking about the weather.”
