Massimo Giorgetti founded his label in 2009; at that time he was obsessed by big logo’ed sweatshirts. “I probably owned at least two hundred,” he said. So he started working on inventive versions of those oversize, street style uniforms for his line; being Italian, he added a good dose of polish. He was also listening to a lot of indie music; in his first collection the best-selling print was a digitally remixed ECG-type chart drawn from a remastered record by Clap Your Hands Say Yeah, an American rock band. Being such a music nerd led to a penchant for visually bold yet neat, meticulous graphics. “MSGM originated from some sort of accident at the crossroads between music, art, and fashion,” he said, while showing off his new Resort collection.
“It’s a clash between a romantic vibe and an almost obsessive focus on sports,” Giorgetti said of the offering, pointing to a mood board where all the athletic activities known to man were represented in stark black-and-white pictures. Tennis, motocross, basketball, soccer, cycling, rugby, skating, surfing—the list was endless, you felt overcome by a sense of exhaustion just by looking at it. But for Giorgetti sport is just real good fun. “Sport is life’s biggest toy store,” he said, paraphrasing the sports reporter Jimmy Cannon. Speaking of playfulness, there was certainly a lot of it here. Elongated masculine T-shirts were decorated with swirling asymmetric ribbons printed with floral motifs, which recurred on tiered chiffon dresses and pleated skirts in leather. Biker jackets in cotton were light as shirts, printed in floral motifs that on close inspection revealed themselves to be skateboarders, soccer players, and snowboarders hidden under the romantic foliage. Elsewhere, nylon bombers came macrame’-incrusted in contrasting block colors. And as for Giorgetti’s passion for oversize sweatshirts, he didn’t resist the urge to breed a few new specimens. They were rugby-inspired, logo’ed, and made in wispy, see-through organza, or in thick marled jersey pierced by a crisscrossed floral ribbon.
