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Hollywood 1934 “Don the Beachcomber” opens up. Tiki mania becomes all the rage. Tiki: bizarre mix of primitivism and beach culture.
Hawaii vs Los Angeles, Honolulu vs Miami, Lifestyle vs Jet Set. Deco and Liberty contaminations. Hibiscus prints and paisley create a kaleidoscopic explosion of patterns.
The irreverent brand’s mission: to break the rules… to take over the cultural evolution of tiki style. Evolution and revolution.
“Allez Allez Allez…” Camille sings. “Allons MSGM Girls!” with all the pride of a feminist rebellion. “Prend la force dans la taille et dans les tallons”.
Furniture fabrics, woven mats with a clear futuristic flavour: shiny striped raffia and intertwined multicolour checked techno raffia. Lightweight neoprene with a punched flower design.
Three dimensional embroidery brings coloured plastic jungles to life Tiki/jungle prints on crêpe de chine and chiffon set an exotic mood. Hibiscus filigree prints, Tiki chandelier print. Multicolour strands for both the print and the embroidery
Split silhouettes on faille printed pareo skirts. Metropolitan contamination: crop tops and chevronne raffia mini skirts. Deal breaker: white men’s shirts slip into the looks Bows, folds and ruffles in parachute poplin are the new shapers.
Chocolate brown is the colour of the season. Deep brown and pink. Turquoise and orange. Sandy beige and mint green. And then there’s white.
NYC 1993: experimental jet-set, trash and no star. The exhibition on the 1990s has just opened at the New Museum in NYC. The fragrance of the 1990s – the theme tune from Beverly Hills 90210 – Brandon Walsh vs. Dylan McKay.
Followed by broken, raw images from the world of skateboarding, Ken Park by Larry Clark and Paranoid by Gus Van Sant. California vs. Minnesota – Surf vs. grunge – Street vs. middle class.
And above all… the music: Nirvana, Green Day, Off Springs, The Hole, Garbage, EMF, the Cardigan. A series of fragments, grainy scenes from memory, a flash of sequences. This is the new MSGM Men’s 2014 Spring-Summer Collection.
The challenge: sophisticated sportswear and casual suits. It looked like the fun was over, but it was only hiding! Tie-Dye is our new mantra. Shibori tie-dye, in stripes, which turns into a biker flame, then psychedelic. and lastly a hologram.
The grunge flower is the new clashing match. A patchwork of camouflage snakeskin is our new obsession, the new print. The slogan is the usual exaggeration – MSGM rulez.
Surfer stripes in acid colours on trouser, tie-dye patchwork stripes on sweatshirts, stripes on jumpers over grunge, faded stripes on shirts, flowery stripes on parkas and anoraks.
The silhouette has changed. It is over, off the shoulder sleeves, set in sleeves. The sweatshirt is printed, worn, and combined with other materials to create original patchworks of colour and prints.
Even the most classic paisley is printed in acid colours, worn and transformed into a printed canvas.
Logo mania “M” mania. Raw edged cuffs and necklines on Oxford shirts and on the hems of canvas trousers. Baseball caps and rucksacks in print.
Blue, Olive green and khaki are non colours. Bright blue, rose, lime, red and geranium are the new colours.