How MSGM Stayed on the Crest of the Wave for 15 Years
2024-06-14
Riding the Waves of Fashion: Massimo Giorgetti's MSGM Celebrates 15 Years of Youthful Creativity
FASHION TRENDS, BRAND STRATEGY, LUXURY APPARELMassimo Giorgetti: The Surfer of FashionSeaside Inspiration Fuels MSGM's Upcoming CollectionsBlending Menswear and Womenswear for a Cohesive VisionExpanding Globally and Evolving the Brand's AestheticMassimo Giorgetti, the founder of the Italian fashion label MSGM, is not your typical surfer. Instead of catching waves, he's been riding the tides of youth culture and fashion trends for the past 15 years. From sensing the pulse of emerging styles to navigating the ever-changing landscape of communication and collaboration, Giorgetti has proven himself a master of anticipating and shaping the industry's direction.
Giorgetti's hometown of Rimini, a sunny seaside town in Italy's Emilia-Romagna region, has always been a source of inspiration for the designer. The vibrant local Riviera and his love for Milan, his city of adoption, have created a harmonious balance that is reflected in his work. For the upcoming MSGM show, Giorgetti has drawn inspiration from the sea, with a focus on primary colors, bright hues, nautical references, and an overall sense of positive energy and optimism.To mark the brand's 15th anniversary, Giorgetti has decided to present the men's spring 2025 collection alongside the women's resort 2025 range. This decision was driven by both sentimental and business reasons. Sentimentally, Giorgetti wanted to channel the same energy as the brand's initial coed presentation in 2009. Commercially, he recognized the growing importance of women's pre-collections, which now account for 70% to 80% of MSGM's total business.
Blending Menswear and Womenswear for a Cohesive Vision
Giorgetti explained that the decision to showcase the men's and women's collections together was driven by the increasing overlap in their design narratives. "Before, the menswear had its own storytelling and inspirations; now there's more common ground with the female counterpart," he said. By aligning the textures, prints, and overall context, Giorgetti aimed to create a more cohesive and compelling presentation.The upcoming collections will feature a range of experimentation, including laced textures with a sun-drenched effect and textiles inspired by the tents that define the distinctive elements of Giorgetti's Ligurian vacation home, "La Vedetta." Graphic patterns of daisies, crab prints, and jacquard pieces portraying dolphins will also be incorporated, reflecting the local flora and fauna that have inspired the designer.
Expanding Globally and Evolving the Brand's Aesthetic
As MSGM continues to grow, Giorgetti is focused on strengthening the brand's footprint in Asia, one of its top markets. Last month, the company signed an exclusive partnership with I.D. Look, a distributor of contemporary brands in South Korea and Japan, with plans to open 10 standalone stores in South Korea by 2028. Similar deals are in the works to boost MSGM's presence and brand awareness in Vietnam and China.Alongside the brand's global expansion, Giorgetti is also eyeing opportunities to fill gaps in MSGM's product offerings. He sees potential in the accessories department and is considering reigniting old projects, such as the brand's underwear collection, as well as exploring new categories like eyewear and an energizing skincare line.As MSGM matures, Giorgetti is also conscious of maintaining the brand's youthful aesthetic and accessible price point. "The big challenge ahead is to keep our Made in Italy approach at an accessible price, because for me carefreeness is not expressed only in the creative process but in the fact that a person can buy MSGM with a light heart," he said.Throughout MSGM's 15-year journey, Giorgetti has remained focused on community-building, whether through collaborations with artists and creatives or fostering a loyal customer base. As the brand's audience evolves, Giorgetti is excited to cater to a growing segment of women, not just girls, while still preserving the brand's signature lightheartedness and youthful spirit.
