MSGM PRE-FALL 2024 COLLECTION
Massimo Giorgetti latest Pre-Fall collection is a lively tribute to the city’s vibrancy and its burgeoning young artistic circles. Giorgetti himself mirrors the essence of Milan – a fusion of hopeful enthusiasm and unyielding ambition. This spirit is evident in the MSGM girl, celebrating her 15th year. Her wardrobe is a diverse blend, reflecting both Giorgetti’s cheerful heritage and Milan’s energetic pulse. “I feel I belong to Milan’s dynamic reality; things happen fast here, which I very much like”.
A fervent supporter of emerging talent, Giorgetti showcases this in the Pre-Fall lookbook, photographed by Delfino Sisto Legnani. Known for his acclaimed book “Entryways of Milan,” Legnani provides a perfect backdrop that underscores the collection’s local ties. Brutalist architecture is softened by artistic elements like sculptures and furniture, complemented by the playful energy of models Giorgia Garzilli and Benni Bosetto, both Milanese visual artists.
The collection predominantly features daywear. Sleek coats, miniskirts paired with lace leotards, and neoprene pieces all highlight a youthful, practical approach. Prints of strawberries, Dalmatian dots, and ceramic figurine stickers add a whimsical touch. The color palette is vivid, reflecting Giorgetti’s lively spirit. Giorgetti views MSGM as an extension of his own personality – vibrant, passionate, and humor-filled. The brand celebrates life, creativity, and a light-hearted approach.
Despite the positive outlook, Giorgetti is aware of the challenges independent designers face. “It’s a brand that is upbeat, passionate about living in the moment, about embracing life, creativity, lightness and a sense of humor, It isn’t easy at all to survive as an independent designer, but we fight our fight with the attitude Milan has taught me: be resilient, hardworking, factual, keeping the heart inventive. Roll up your sleeves, and do not ever give up.” The message is clear: MSGM will continue to strive for its place in the fashion industry with determination and a resilient spirit.
All images courtsey of MSGM
