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Msgm Fashion Show SS 2020 Milan
Msgm Fashion Show SS 2020


10 Years – pure love, pure fashion, pure emotion, pure MSGM.

“This is a celebration of MSGM. It is about our love of fashion, and the energy and emotion at the heart of the brand. Each look is pure MSGM, with iconic signatures that have been with us from the beginning. This is not a retrospective: we have looked inside to push forwards.” Massimo Giorgetti, creative director of MSGM.

A love letter to the first ten years of MSGM. Celebrating the codes of the house: colour, print, tweed, tie-dye, pleasure, energy, fun. Every reference comes from the DNA of MSGM, and, as always, every piece is designed and made in Italy.

Vivid, exaggerated check tweed coats and blazers are playful and neat, contrasted with the romance of ruffled poplin shirts. Fluid silk organza dresses are worn over T-shirts printed with the anniversary show invitation. Voluminous dresses have floral prints blurred and clashed, while the oversized roses on a poplin cape are like a fantasy garden bursting with life.

Colour block taffeta twists the romance with fresh energy, its oversized ruffles and bows bringing true MSGM spirit. Knit sweaters and skirts in multicolour damier are like the squares of a light-up dancefloor. Tie-dye, a classic MSGM signature, is elevated as two broad stripes down cotton poplin dresses.

Lace has been part of the MSGM language since the very first collection. Here, vivid colour lace is cut to the shapes of tailoring: shirt, blazer, pants. Fringing is another core part of MSGM’s foundations, as alive today as ever. Fringed tweed dresses and little jackets come in sunset shades of orange and pink, trimmed with crochet collars and oversized belts.

MSGM has always had deep connections with art. To celebrate 10 years, Massimo Giorgetti has used beach life paintings by one of his favourite artists, Todd Bienvenu, the prints appearing on shirts and bags. The scenes echo the spirit of the beach at the heart of MSGM, from Giorgetti’shometown of Rimini.

Little heels are a burst of raffia or with tie-dye bows; penny loafers are covered in MSGM graffiti. Pastel bright neat handbags are clasped by the letter M.

This ten-year anniversary for MSGM will be the first fashion show ever staged in the gardens of the Triennale, among the ‘Bagni Misteriosi’ sculptures designed by Giorgio de Chirico.


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