MSGM: Menswear SS21
Anyone fancy a smooch? After months of us all being locked away from one another, MSGM used its Milan Digital Fashion Week slot to hold a full-on snog fest. Showcasing his spring/summer 21 menswear and Resort 2021 collections, creative director Massimo Giorgetti called upon director Luca Finotti to create a short film that celebrated young love in its most hedonistic form.“I wanted the collection to convey, both visually and aesthetically, the idea of a joyous rebirth, the yearning for a renewal that I myself was experiencing after the challenging period during the first months of the year,” said Giorgetti.
Set against a backdrop of cotton-candy skies and lakes drenched in pastel hues, a group of colourfully dressed guys and gals can be seen having the times of their lives, which includes a trip to the funfair. Shots of the clan dancing in empty fields and setting off fireworks are spliced with a few games of tonsil tennis. Boys kissing boys, girls kissing girls, everyone kissing everyone – it’s as if they all just dropped a pinger. The clothes are a reflection of the film’s energetic nature. Striped sweaters, oversized shirting, Bermuda shorts, denim in playful shapes. The resort wear is equally as vibrant, especially a selection of acidic floral twinsets and Ibiza-ready t-shirt dresses. Who cares about the comedown tomorrow? We don’t want this MSGM trip to end.