Massimo Giorgetti seems to be on a high these days, energized by a business partnership that’s propelling his young company forward. He celebrated his positive mood at his men’s show today, staged in a secondary school’s basketball gym, a location that not-so-subtly highlighted MSGM’s sporty vibe. Nothing surprising, since sportswear and streetwear are the label’s constituent elements, filtered through Giorgetti’s optimistic lens.
Giorgetti hails from the seaside town of Rimini, known for its carefree, feel-good, summery atmosphere. Eventually he moved to Milan, whose funny-sunny side has still to be proved, but which nevertheless has given him plenty of opportunity fashion-wise. For Spring, he imagined a volley between the two cities, which are both quite symbolic of his creative dynamic.
“I mixed together all my favorite MSGM elements,” he said backstage. “Neon colors, music, ironic artsy prints, my obsession with anime, a new take on logo—less serious and more ironic and narrative.” Sport-inspired staples like tracksuits, zippered bombers and anoraks, and shorts and oversize tees were layered and juxtaposed, injected with a fluorescent color palette and reworked versions of the label’s logo. They were also given an artsy spin with printed patterns inspired by American photographer Roger Minick, whose work revolves around portraits of tourists. It obviously resonated with Giorgetti, his native Rimini being a tourist destination.
Elsewhere in the collection, bold patterns printed on boxy shirts were more literal, like oranges, fruits, palm trees, and flowers. Or else they were inspired by the rainbow graphics of multivitamins. Equally matter-of-fact were images from the ’80s Japanese anime Attacker You, whose volleyball-player characters were emblazoned across oversize short-sleeved cotton shirts. If Giorgetti wanted to convey a straightforward, no-nonsense, unequivocal message of spirited élan, he certainly won the match.