MSGM: Ready-to-wear AW21
“This collection was a homage to the city of Milano,” Massimo Giorgetti proudly stated after his latest MSGM collection was unveiled during Milan Fashion Week. Since the pandemic began, the handsome creative director has dipped his toe into a plethora of cinematic pools – whether its audience-less catwalks up in the mountains or Day-Glo’d trips to the fairground. This season, Giorgetti turned to young Italian director Francesco Coppola, assistant to Paolo Sorrentino (The Young Pope, The Great Beauty), to create an inside-out, in reverse fashion film dedicated to the Italian capital.
In a similar vein to the Valentino presentation, the designer opted to show in the Teatro Mazzoni theatre (“because it’s been closed for a year, we wanted to re-open it just for one day”), inviting 15 international girtls who’ve settled in Milan to model the collection. Singers, actresses, dancers and even chefs, were all encouraged to pick whichever pieces they connected with most, free to choose and style their own looks. Giorgetti says most were instantly drawn to lycra, mesh and vinyl instead of anything with frills or flounce: MSGM going out-out staples, like plastic-y puffas, mohair polos and PVC trousers, now reworked for the everyday.
Inspired by the get-ups on HBO’s Euphoria, the designer was set on channelling two sides of the MSGM coin – the “feminine, more sophisticated side” mix-matched with a taste for the underground. In turn, he worked with emerging Milan-based artist, Alessandro Calabrese, who envisioned a series of electric floral prints.
“The collection is a message of positivity, celebrating different worlds and different talents,” adds Giorgetti. “This period is really difficult, but I hope that music, heart, cinema and also fashion, can help us to look ahead.”
Photography courtesy of MSGM.