FASHION FIX | BUYER’S CHOICE FOR AUGUST
THE LABEL TO KNOW: MSGM
A fashion insider favourite, MSGM was founded in 2009 by Italian DJ and designer Massimo Giorgetti. Famed for its bold prints in vivacious colours and contrasting textures, the brand is not for the faint-hearted.
Looking for a ‘cleaner, more reduced approach, less over-styled’ for Pre Fall 2017 Giorgetti concocted an irresistible mix of masculine tailoring injected with a Cool Britannia flair, then infused with sportswear elements borrowed from saddlery, polo af jockeying attire. Shiny surfaces like vinyl, gold, and silver eco-leather and metallic paillettes gave the lineup a dash of twisted urban glamour, which Giorgetti boiled down to a sharp sentence. “It’s minimalistic maximalism,” he says.