On Saturday, June 20 2009, Massimo Giorgetti was putting the final touches to his first MSGM collection that was due to debut at Milan Fashion Week the following day when he realised something didn’t sit quite right. Taking it all in, ‘it too traditional, too basic,’ he recalls.
Since 2009, Giorgetti has established himself as a main player on the Milan schedule, positioning his brand at the intersection of the city’s art, architecture and music scene through multiple collaborations and creative references in his work. ‘I drink energy from the city and translate it into clothes,’ he says.
Much like the 100-plus collections he has presented to date, it was full of the cross-category outfitting that is commonplace now, but new for the Milan Fashion Week schedule in 2009. ‘I think that 15 years ago in a weird way I created a new receipt in fashion because I put together Made in Italy tailoring and Made in Italy fabrics with T-shirts, sweatshirts, and logos,’ he says.
‘The thing that makes me proud is that MSGM has changed a lot, but I think the feeling, the vibes, and the energy is still exactly the same,’ he says.