Thursday 13th June

| BY Richard Gray

MSGM: Menswear SS20 (at Pitti Uomo)

To a sports stadium outside Florence this morning, for the MSGM show we went. And, on to the floor of which, the brand’s designer Massimo Giorgetti, had projected footage of an inviting azure blue swimming pool. Around it, his models wearing looks from his new SS20 collection walked, carrying new-look bags and wearing bucket hats plus a mix of tailoring and 1990s-cut water-print denim. Backstage, the designer spoke of Rimini as his inspiration, and of his “absolute love of water and the life around that.” This, he said, was to form the basis and visual mood board of his standout collection.

The show finale shows the models wearing swimming trunks and lightweight shirts but the show itself played to Giorgetti’s strengths, those which perfectly hone in on a 1990s teenage fashion aesthetic. “I love the nineties, the music, the clothes the energy!” He said. His customers will dive into the 1990s-style leopard print ombré jeans (excellent), the abstract floral shirts (bigger cut) and a beautifully pitched and tailored blazer. “We just mixed things up!” Added the designer “this with that; jeans with this; a bag, a hat! It just went that way.” of the intuitive way he brings opposites together to form his MSGM signature culture clash look. Crack open the suncream: some seriously cool poolside shopping is coming.