MSGM Fall 2019 Ad Campaign by Elaine Constantine

Youth is happy because it has the capacity to see beauty. Anyone who keeps the ability to see beauty never grows old.
Franz Kafka

Coinciding with MSGM’s 10th anniversary, Creative Director Massimo Giorgetti has age on his mind in his latest campaign for his house. To bring that thought to life Giorgetti enlisted forever youthful photographer Elaine Constantine to shoot his campaign atop London rooftops for fall 2019.

Constantine is renowned for her Kodachrome colorful portrayals of British youth culture in the 90s. Her vibrant, documentary-inspired approach, captured the playfulness of youth for covers of The Face and design houses like Katherine Hamnett. Giorgetti leverages the artist saturated and colorful images filled with smiles, pets, playfulness, yo-yos, jumping, tomfoolery, and dare we say, optimism.

“I like youth, but it’s not solely a question of aesthetics, because it captures a unique purity. MSGM is young, youth is my endless obsession”, says Giorgetti.

That obsession is full of wide-open blue skies and hopes due to Giorgetti’s instincts in selecting Constantine as a partner. Her view is as fresh as the air she captures on the rooftops of London.