MSGM is to Milan what Kenzo is to Paris: youthful, fresh, and a cult classic. The label was born in 2009 by Italian designer Massimo Giorgetti in partnership with the Paoloni Group. Giorgetti, already established in the fashion world by the time of the brand’s inception, was fearless in founding his new luxury brand during a time of severe economic recession (Note: Giorgetti is also the creative director of Emilio Pucci as of 2015). Having officially launched in Spring 2010, the company purveys both womenswear and menswear, as well as a children’s line.
The free-spirited brand draws a lot of inspiration from indie music and contemporary art. Giorgetti himself was a DJ for several years prior to becoming a designer. From fishnets and frills to stripes and spandex, MSGM certainly knows how to keep things interesting. No two pieces from its collections are alike. See below for photos from the SS17 show.
In addition to the eccentric runway pieces, the brand also curates sweatshirts and tees that scream “I’m fashionable” when worn.
With annual revenue of $50 million and growing, the brand can contribute a lot it its success to locally-accessible artisans that simply aren’t present in a lot of other fashion capitals. Moreover, the recent “rebirth” of giants like Gucci and Fendi are bringing a lot of attention back to the Milanese fashion scene, hence smaller ventures like MSGM getting noticed by a larger audience. Expect to hear more about MSGM in the years to come.