MSGM: Ready-to-Wear SS21
On the final day of Milan Fashion Week, Massimo Giorgetti put his fearless gang of MSGM women in the hot seat. Time spent in isolation over the past few months offered the designer some room to rethink the codes MSGM is built on, crafting a simpler, more refined wardrobe for spring/summer 2021, yet infused with the sense of youth the brand’s known for.
Dubbed A Self Portrait For a Generation, Giorgetti skipped the catwalk in favour of a more intimate setting – interviewing a diverse cohort of artists, activists and all-round creatives who make up the MSGM universe. Each is asked a series of questions, ranging from ‘What’s your funniest memory from your childhood?’ to ‘What’s the first song you learnt to sing?’ as they casually flaunt this season’s colourful fashions – which include tye-dye boyfriend shirts, orange suits and holiday-ready caftans.
One of the women featured, named Naomi, speaks of falling in love with her afro hair after years of perming and straightening to fit in with her white friends – “now it’s the part of me I prefer.” Another woman called Zinnia, who is a London-based human evolutionary scientist, talks of how we need to work on deconstructing and decolonising beauty. “For so long beauty has been homogenized,” she says. “We need to really recognise what we once thought was ugly as beautiful.” These are the voices of today fighting for a brighter tomorrow.
Photography courtesy of MSGM.