Sunday 22nd September

| BY Claudia Croft

MSGM: Ready-To-Wear SS20

The runway was painted a punchy shade of highlighter green and the MSGM clothes shared the same impossible-to-ignore sentiment. The SS20 collection was bright, photogenic and upbeat, with plenty of quirks. Yes there was suiting, but it came in primrose yellow wool or hot pink lace. Candy-coloured tweed jackets were cut oversize and worn with cycling shorts instead of prim skirts.

The MSGM girl has always got somewhere interesting to go. And for SS20 she’ll be heading out in a blousy pink, taffeta party top which nodded to Laura Ashley and the puff sleeved glamour of 1980s prom queens. They looked just right worn with denim pedal pushers. Accessories have propelled this label forward, making it one of Milan’s most buzzed-about brands. Woven mesh shoppers are a definite “thing” here in Milan. MSGM’s come in vivid neon and will be catnip for anyone looking to add insta-pop to their look – ditto the ice cream pink pastel frill-fronted kitten heels. Many of the models carried the new M logo bags. M for Massimo Giorgetti the label’s founder but also M for millennial. MSGM is a clear taste-maker for a generation that believes neon pink is the new black.

Photographs by Jason Lloyd-Evans.

msgm.it