For the 10th year anniversary of the brand, the Italian label released a 10th anniversary book highlighting the House’s code over the years and some personal records
MSGM began its evolution by looking at the Italian heritage through a modern lens, focusing on the use of technicolor patterns, sportswear fabrics, cuts and finishes. Over the years it underwent creative evolutions from streetwear to more classic collections. Traditional tailoring, notions of youth along with colorful prints are the focus of the brand’s identity today, which wants to bring positivity while valorizing the Italian spirit. «MSGM collections are clothes for pleasure, I want people to enjoy wearing them, making the pieces and the memories they make wearing them part of their lives». In celebration of the label’s 10th Anniversary, creative director Massimo Giorgetti has condensed MSGM’s history into a 375-page book, published by Rizzoli, where the last ten years are explored in ‘an (in)complete brand anthology’ as the brand has pointed out. «MSGM 10! This is how we named it: 10 like the 10th birthday that MSGM celebrated in 2019. Colors and prints, music and art, beauty and youth. Tees, sweatshirts, denim, ruffles, lace. You will find it all». This is how creative director Massimo Giorgetti describes in the introduction of the monograph.
MSGM 10! comes with stickers with some of the best-known prints of the label in a timeline that highlights the brand’s development, from the company’s foundation with the Paoloni fashion manufacturing group in 2009 to MSGM Spring 2021 Ready to wear. In the collection different looks, such as the tank top paired with an oversized shirt, the yellow striped caftan along with the carpenter jacket embroidered with tiny bunches of grapes have been conceived as vehicles of self-acceptance, inclusivity, self-awareness and freedom of expression. These topics are at the center of what MSGM developed for Spring, a rethinking of the label’ codes while staying true to youth culture. The tome’s cover stands out in a neon yellow color framing a picture of Riccione by artist Massimo Vitali; MSGM 10! doesn’t have a linear approach, but it follows a nonconventional flow. «It is designed to be like a magazine of the brand, where we reflect on the adventure we lived in the past 10 years». Creative director believes that rather than turning the last page of MSGM brand’s story, readers could leaf through the pages exploring the collections, while imaging what to expect in the next chapters. The book’s narrative is personal, almost autobiographical exploring moments from the founder’s life intertwined with the images from MSGM’s runway shows, campaigns and collaborations and the worlds of art and music. Massimo Giorgetti calls upon his family and his closest friends, who have contributed to the brand’s evolution and success throughout the years with their faith and support. The text is structured as a conversation between the designer and journalist Charlie Porter, along with quotes and letters from longtime collaborators such as Maurizio Cattelan, Francesco Vezzoli, Robbie Spencer, Katie Grand. The creative director’s goal is to give an all-round view of what MSGM was and what it became, embodied in a literary expression of the label’s identity. The pandemic slowed down the realization of the project, which was supposed to be unveiled last April giving Giorgetti the opportunity to reedit the first version of the volume in collaboration with Rizzoli editors: «I took advantage of the two months we spent home to revisit it, to make it even more colorful, positive» explained the designer, who wanted a book with an immediate visual component instead of a classic narration.
«The city’s underground scene at that time influenced me. I was fascinated by the mix of characters and completely involved, from 1995 until 2000 it was my life. It was a free, progressive community, transgressive, with no limitations of gender or sex or personal identity—and fashion was performative. It was experimental and fun» we keep on reading. How many of the looks designed over the years come from the seaside, the beach, the umbrellas and all the images of Rimini that influenced his aesthetic. In the Eighties and Nineties, Rimini was the center of Italian nightlife subcultures – the designer grew up in the mix of this energy and among different self-expressions. As Giorgetti pointed out the spirit of MSGM is in Rimini, but the reality and its energy is in Milan. Over the last ten years he tried to capture the mood of the young people who come to live in Milan.
MSGM came out from the idea to edit a sort of magazine, conveying MSGM’s identity in a direct way, along with humanity and inclusion. «With the last page of the book we close a chapter and another one opens». MSGM has always been about instinct, lightness and intuition but now he aims to inaugurate another phase focused on awareness. «We are reducing collections and we are developing our Fantastic Green sustainable project, which is highly complicated and requires a collective effort inside the company». The brand wants to abolish plastic totally while promoting recycling in their offices and in manufacturing plants. Fantastic Green presents a wide range of products: from t-shirts to sweatshirts, from pants to shorts. The packaging unveils a sustainable solution with bags and hangers made of recycled plastic and labels made with recycled polyester, while the biodegradable ink on graphic prints was obtained from an aqueous base of natural origin without resorting to chemical agents. MSGM is embarking on a process of experimentation and innovation aimed to rethink all its projects and activities from an environmentally perspective.
MSGM 10! is a narrative evolution of the brand’s language over the years, aiming to spread a positive message of youth and freedom, and to represent a younger generation made up of different genders, cultures and traditions. A bad point only: too much consideration is given to people that would like to prove some talent only wearing nice outfits – the so-called influencers. Good point among the many: the book brings together the collections since 2009 that look both back and ahead. Challenging both its male and female customers by offering bold ideas the House stays true to its aesthetic codes: colors remain a priority.IMAGE GALLERY
The founder and creative director of MSGM combines his artistic ideas with all the most innovative expressions of the digital world, as well as his interest in contemporary art. Along with advertising and design, modern art is a field closed to Giorgetti, who has decided to convert the former headquarters of the label in Milan into a space dedicated to artistic production,an experimental cultural hub called Ordet. Having learned what is possible with fashion and what the brand can reach, Giorgetti unveiled a volume based on a kaleidoscopic dimension, while looking at the future. This claim is one of the rules that guides MSGM as it ends the first ten years phase and begins a new chapter in the MSGM story.