MILAN, Italy— Colour, of the bright, pop variety, is one of the main traits of the fresh 'n young MSGM. After parting ways with the house of Emilio Pucci, MGSM founder and creative director Massimo Giorgetti decided it was time to focus again on what MSGM really stands for. This season, he went unashamedly vibrant. The collection was all about saturated colours — neon yellow, pink, orange, red, purple — and simple yet slightly twisted shapes. To underline the message, looks came in colour blocks with hi-contrast details.
Visually, it was a blast. Giorgetti is always at his best when he resists going conceptual — that's not his thing. MSGM is a contemporary brand, after all, with a specific price point. The offer on show today — from the destroy knits to the sturdy outerwear and the psychedelic denim — matched that. This means the quality of the execution was not exactly couture, but then again MSGM is not couture. The kids will love it and will also be able to buy it. The only faux pas were the patches here and there — developed with music bricoleur cum artist Frederic Sanchez — which were way too redolent of the Raf Simons/Sterling Ruby collaboration. In the future, a tighter edit would work to Giorgetti's advantage.