The quarantine had a spurring effect on Massimo Giorgetti’s creativity. In his very active lockdown he was researching, connecting, and networking with creatives to find new, meaningful ways to energize his brand. What has emerged are two collections with a focus on artistic collaborations and messaging around, as he explained during a showroom appointment, ‘values that matter for the MSGM community.’
The post-COVID MSGM message is embedded in one of Giorgetti’s favorite books, Fluo: Storie di Giovani a Riccione (Fluo: Stories of Young People in Riccione) by the Italian writer Isabella Santacroce. It speaks of falling in love, of free-spirited summers spent on sunny beaches, of the joy of meeting again with friends. A quote from the book became the collection’s feel-good leitmotif, embroidered, printed, or scribbled onto T-shirts, jackets and shirts. Explained Giorgetti: “This moment is about the idea of rebirth. Lightness, togetherness—and contrasts. A love for nature, but also a smart use of technology. A gentle idea of progress that doesn’t forget what truly matters—human values, friendship, creativity. Optimism. Emotions. Respect.”
Both collections are simplified and condensed. “I wanted to tone down a notch the tone of voice, without losing the intensity and clarity of MSGM’s codes,” said the designer. Womenswear was infused with a feel of gentleness and romance: ruffles peeking out from soft-tailored blazers; floral bouquets printed on satin pajamas; tie-dye plissé skirts gracefully undulating. Billowy dresses in paisley-printed seersucker added to a sense of lightness and femininity; the signature MSGM DayGlo palette was replaced by delicate, flower-inspired watercolor hues: lilac, primrose, agapanthus.
Menswear was true to the label’s streetwear roots, yet was infused with relaxed immediacy and ingenuity. Workwear and sport-inflected pieces—hoodies, oversized sweats, roomy bermudas, patchworked techno anoraks— telegraphed energy and vitality. Knitwear looked particularly appealing, imaginatively decorated with textured patterns.
Being an avid art collector, Giorgetti loves the challenge of creative collaborations; here he conspired with L.A.-based painter Seth Armstrong. They connected through Instagram during the lockdown: “We actually never met, but I was immediately fascinated by his vision, his way of capturing the light as a modern Flemish painter [would],” explained the designer. Three of Armstrong’s paintings were printed on square-cut surfer shirts or on sweats ensembles. On loose-fit pajamas and poplin button-downs, they were eye-catching.
Giorgetti worked with Italian filmaker Luca Finotti on a video called “I Don’t Know Where, But Together” that he will present during Milan’s Digital Fashion Week. “It’s about the emotional moment we’ve been through,” he said. “I’m an optimist, and I can’t help but look at the future with passion, poetry, and humanity. I know, the future feels uncertain in so many ways. But I truly believe in togetherness. We can dream big only if we stick together.” The diverse casting, made via Instagram, is testament that he’s practicing what he preaches.
Giorgetti has emerged from isolation with his dynamo energy intact and a renewed commitment to forge a better future. Sustainability is becoming a top priority for his company. All the cottons used in both collections are certified organic, and he’s planning to make MSGM completely plastic-free in all its operations by 2021. “Steering the company in this direction is a huge effort, not only from a production standpoint but also from an economical one,” he stated. “This isn’t marketing—it’s for real. It’s honest. I’m completely committed.”
