With the Delta variant of Covid now spreading at a rapid pace across Europe, our summer of festivals, get-togethers and, of course, holidays abroad, is quickly being pried away from us. Though, MSGM’s Massimo Giorgetti remains optamistic. The designer has been longing for the beach, soothing his dreams of sun, sand and sangria with the photography of Stephen Milner. Giorgetti was paritucularly interested in Milner’s nineties series, A Spitiual Good Time, which captured bleach blonde surfers, sun-kissed waves against apricot skies and wetsuit-wearing twentysomethings high on life.
The hedonistic freedom of these images seeps directly into the collection. Oversized shirts made from recyled cotton and Bermuda shorts are offset with scubba leggings and neon trainers and sandels. Electric shades of orange, green and lilac are dotted throughout, whether it be on mohair knits or relaxed suits, stamped with laser-printed sea creatures and artisinal watercolour motifs which appear to have been soaked in the sea before being left out to dry under the blazing sun.
Giorgetti’s short film, made with Francesco Nazardo and No Text Azienda, sees a group of MSGM boys caught in “a suspended dream”. Frolicking about on a deserted beach in Tuscany, the group’s adventures are sountracked by the hypnotic sounds of DJ Lorenzo Senni’s “Canone Infinito”, making it feel like more an on-the-beach rave opposed to a casual trip to the seaside.
Photography courtesy of MSGM.
