December 11, 2020 |
Has it been 10 years already? Massimo Giorgetti’s youth-centric label MSGM is turning a decade old, and the designer is celebrating big style. MSGM began its path to success in 2009 by looking at Italian traditions through a contemporary lens. Giorgetti’s designs initially caught the eyes of a younger Italian crowd with his use of technicolour patterns – often using synesthetic tendencies and describing his looks as “music for your eyes”. Notions of youth and colourful prints remain prevalent to the brand’s identity today, with the brand’s SS21 collection coming packed with tye-dye boyfriend shirts, orange suits and holiday-ready caftans.
In celebration of MSGM’s 10th Anniversary, Giorgetti has condensed the brand’s decade-long history into a 375-page coffee table book, published by Rizzoli and under Giorgetti’s creative direction, packed full of striking illustrations – not to mention that luminous neon yellow cover! The brand insists on the fact that it is an (in)complete brand anthology, not the whole story. Giorgetti believes that rather than turning the last page of his brand’s story, readers flick through the pages in anticipation for the next chapter.
The book’s narrative is intrinsically personal – almost autobiographical – as Giorgetti calls upon all his closest friends and family who have (in)directly contributed to the brand’s success throughout the years with unconditional support and faith for the creative director. The result is essentially a literary and visual expression of the brand’s identity. By creating both mens- and womenswear collections that nod to Milan’s history but fit effortlessly into the present-day, the brand is essentially selling Milanese classicism to an entirely new demographic.
Immerse yourself in the MSGM world through a conversation between Giorgetti and legendary fashion journalist Charlie Porter, alongside intros and snippets from the likes of Francesco Vezzoli, Katie Grand and Robbie Spencer. It’s a juicy read, packed with a decade’s worth of stories and tales of one of Milan’s finest – and most unique – exports.
Photography courtesy of MSGM. ‘MSGM 10! The (in)Complete Brand Anthology’ is available in stores and online now.
