MSGM spring 2022


Spring 2022 Ad Campaign

Review of MSGM Spring 2022 Women’s Ad Campaign by Creative Director Massimo Giorgetti and Photographer Francesco Nazard

MSGM welcomes the arrival of summer with bold style and bright color in its new Spring 2022 Women’s campaign by photographer Francesco Nazard.

Titled “Hypersummer,” the new collection from MSGM applies a vibrant floral fantasy to the house’s signature ethos of updating codes of the past, reimagining 70’s and 90’s styles in a sugar-coated, hyperpop approach that’s very on trend for today’s colorfully minded youth.

Captured from a backstage photo room at the collection’s runway show, Nazard’s group compositions keep things relatively simple as he captures his models before a neon green backdrop, allowing the eye-popping interplay of pattern and color of the collection to shine through.

The images are finished off with high-contrast text that lends a sense of grounding and graphical elevation to the campaign.

Boldly optimistic and vibrantly colorful, it would be hard to imagine a campaign that’s more “Hypersummer” than this one.

MSGM spring 2022
MSGM spring 2022
MSGM spring 2022

MSGM Creative Director | Massimo Giorgetti
Photographer | Francesco Nazardo
Stylist | Robbie Spencer
Casting Director | Barbara Nicoli & Leila Ananna

Senior Fashion Writer | The Impression