MSGM’s Masterclass in ‘Graphic’ Design
Review of MSGM Spring 2025 Fashion Show
By Angela Baidoo
THE COLLECTION
THE VIBE
THE THEME
Alongside craftsmanship and quality, Italian design has a historic foundation in strong colour play and graphic design, from in-your-face slogans to quirky surrealism, which explains why it is often the go-to from a youth culture perspective. In the past it has been the uniform of choice for young footballers wanting to show they have made it or it provided a visual beacon for 90s clubbers that signified you were part of a tribe whose allegiance was to rave, hip hop, or pop music. Post the Y2K buzz, MSGM – the brainchild of Massimo Giorgetti – was born and swiftly adopted as a brand that was fully tapped into what Millennials then and Gen Z now want to wear, and Giorgetti has done so by combining the best of street and sportswear with a sartorial elegance that makes MSGM a brand that is hard to pin down. Mainly for the way that the creative director is always seeking to say something new with each collection, while never veering to far from the brands DNA which has brought it enough success to have been able to survive in the industry for a decade and a half.
Remaining consistent and aligned with what is happening culturally can be unforgiving, especially when social media creates a black hole of new niches every 24-hours, and in this anniversary collection it would have been good to have seen a push of the boundaries, as last seasons subway stop gave us tinsel knits and bulbous silhouettes. This spring 2025 collection still held the same energy but was a simpler tale of coast Vs city with nautical stripes, hand-drawn prints from Luke Edward Hall, and MSGM’s signature primary brights representing the Mediterranean of Giorgetti’s hometown and weekend escape – the “La Vedetta” which he references in his show notes is his vacation home. This collection leans into and MSGM which at its heart is youthfully inclined – there was a mini dress made of Terry towelling and shell-shaped bags – but is also aware that the customer who started with the brand in the 2010s has to work as well as play and also wants to dress like it, while still being catered to by a brand that they love.
THE BUZZWORDS
Colour by numbers, seaside nostalgia, indulgent craft
THE SHOWSTOPPER
Look #19
Channelling the mood of today’s collection with its light-hearted hand-drawn print by Luke Edward Hall summing up Massimo Giorgetti’s second life by the sea, while the technical accessories speak to the city which permeates throughout the MSGM brand.
THE DIRECTION
THE QUOTE
My home in Liguria ‘La Vedetta’ becomes a special observation point, where my ideas about the future are born, connecting dots and memories in prints and fabric tales”
Massimo Giorgetti, Creative Director, MSGM
THE WRAP UP
A collection that works for both work and play met with what Massimo Giorgetti believes his customer will want to wear in spring 2025, and as it was also an anniversary show which was merged with the women’s Resort season there was an amplification of all things MSGM and what has made the brand so well-received by its young consumer base. The playful prints and graphic colours, as well as the strong silhouettes the brand is known for were like a greatest hits round-up, which worked to showcase all the brand is great at, it will be an interesting watch to see how the it continues to move forward as it grows into new markets and spreads its message of being a brand which perpetuates “Italian style with an international twist”.
