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.