The buzziest label to emerge from Milan in recent memory, contemporary stalwart MSGM was established in 2009 with a then-prescient flouro-heavy collection that caught the fashion establishment off guard. “I wanted to try something that would be very strong, very colorful and very happy,” MSGM’s designer, Massimo Giorgetti, says. A former DJ and retail consultant lacking formal fashion training, Giorgetti began his career producing small-scale denim collections in his native Italy, culling inspiration from indie music and contemporary art. In 2010, MGSM was a finalist in Vogue Italia’s Who’s On Next? competition, precipitating the label’s meteoric rise. Mix-and-match prints, riotous colors and streetwear influences are all hallmarks of the youthful, separates-heavy label. Fun, fresh and spirited, MSGM is about ease as much as edge, drawing the eye to vibrant, mixed-media pieces both modern and marvelous.
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