FASHION FIX | BUYER’S CHOICE FOR AUGUST

Posted August 8th 2017 | Posted by Plamena Zahova
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THE COLOUR STORY: RED & BLACK

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.

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Massimo Giorgetti, who is normally drawn to more cutting-edge characters, is the last of many on the list to have succumbed to Lady Diana’s spell. Yet instead of referencing her puffy-sleeved, polka-dotted cocktail dresses she wore on official royal occasions, the designer turned to her off-duty looks, where Lady D’s British sportswear-inspired style had a cool verve.  ‘What I find attractive was her unconventional attitude, which was very rule-breaking and modern; it looks relevant even today.’

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.

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