Wednesday 13th January

| BY Jack Moss

MSGM: SS16 Campaign

Behold the “charm of reinforced concrete”. We love a bit of the grey stuff, us. Give us a big box made out of it and we’ll happily live inside. Apparently Massimo Giorgetti of MSGM agrees. He already lives in a Brutalist concrete building in Milan. So he set his unisex SS16 campaign, photographed by Ben Toms, right atop the National Theatre. Perhaps the most famous concrete block in Britain. Apparently it “tell a story about a graphic collection, anything but romantic, where the reinforced concrete severity seems screeching with the soft plasticity of the color block sculptures.” Oooh. Nice clothes and plenty of concrete. We’re into it.

Photographer: Ben Toms
Stylist: Robbie Spencer
Hair: Neil Moodie
Make-up: Gemma Smith Edhouse
Set Designer: Janina Pedan
Models: Marjan Jonkman, Kiki Willems, Sol Goss, Benno Bulang, Connor Newall

www.msgm.it