default-output-block.skip-main
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

At MSGM, a Match Between Milan and Rimini

It was a trademark MSGM collection in more ways than one. In order to progress, Massimo Giorgetti needs to shake things up.
MSGM Spring/Summer 2019 | Source: Indigital.tv
By
  • Angelo Flaccavento

MILAN, Italy — Massimo Giorgetti took over the gymnasium of a secondary school for today's MSGM show. The set up included stacks of volleyballs and two score walls. Surprise surprise, the collection was about a match between Milan and Rimini, Giorgetti's hometown, known for its burgeoning nightlife and hordes of tourists.

As for the volleyball element, it came in the form of prints culled from 1980s Japanese anime Mila and Shiro, which revolved around football players. Other prints were tourist-themed and came from the archives of photographer Roger Minick. With its vitamin colours, upbeat branding and general sense of joy, energy and optimism, this was a trademark MSGM collection with a resolutely pop spin.

Also trademark in the case of MSGM was the set of references to what strongly directional brands are doing. Balenciaga, in particular, is hugely loved in Milan this season, and Giorgetti obliged. Best in show and non-referential were the printed shirts and matching shorts in the finale. In order to progress, Giorgetti needs to shake things up.

In This Article

© 2021 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The State of Fashion: Technology
© 2022 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions and Privacy policy.
The State of Fashion: Technology