The story of MSGM begins with the phrase: Never look back, it’s all ahead. MSGM is an Italian label whose pieces rework traditional Italian style. The idea of the designers is to mix and match the great old tradition with a sense of detachment and revolution of the new century (their inspirations come from Yves Saint Laurent, Coco Chanel and Walter Albini amongst the other). Their basic pieces are bold and brightly coloured T-shirt dress as well as the cropped tweed jacket. Although MSGM is high-end, its aim is to create affordable pieces to try and change the notion that Italian products are more expensive than others.
MSGM is an acronym which stands for the initials of two Italian men in their thirties: Massimo Giorgetti - a designer who worked as head designer for many different brands - and another creative designer who prefers to stay behind the scenes. MSGM is a brand founded in 2008 by Massimo Giorgetti and another creative in partnership with Paoloni Group in 2008. Both men and women collections are designed by Massimo Giorgetti. Studio Zeta Milano is in charge of the distribution.
The brand was born in a very particular moment of Fashion System: the difficult economic trend involving fashion (year 2008-2010) does not prevent MSGM from facing it with proactivity and investiments on a creative team as well as an administrative one made of people in their thirties and lead in primis by Michela Paoloni, the chairman’s daughter.
The first MSGM Men’s Collection S/S 2010 has been presented on 21st June, 2009 at Studio Zeta in Milan. On this occasion, there was preview of a flash cruise of the Women’s Collection S/S 2010 – which will be further developed during the 2009 edition of Milano Moda Donna Fashion Show in September 2009. In addition to this MSGM and Massimo Giorgetti are celebrated as one of the best revelation of the year 2010 by “Who’s on next” contest sponsored by Vogue Italia.
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