Massimo Giorgetti invites Milan into his midsummer night’s dream

Milano Fashion Week, day 3: The day starts backstage at MSGM Spring/Summer 2019. There, we meet with artistic director Massimo Giorgetti, who created the brand back in 2009. Now an international powerhouse, MSGM is present through its own retail network and distributed in the largest international department stores. Its historic flagship is located in Milan’s Brera district. One of Italy’s most innovative emerging labels, MSGM brings a contemporary vision to ready-to-wear by blending the codes of sportswear with a feminine aesthetic, all combined with the use of the logo. For Spring/Summer 2019, Massimo Giorgetti created a dream-like setting where every aesthetic choice, even the most eclectic, seemed possible: “Sognare insieme – Dream together”. It must be said that the venue chosen for the show was spectacular: a disused hangar transformed into a gigantic garden lit by huge spotlights. The collection’s mix of color could be attributed to a bouquet of color-saturated flowers: red, orange, yellow, violet, green, fuchsia… It all created a magic atmosphere enhanced by the soundtrack. On the runway, denim and jersey sportswear pieces become hyper-feminine when worn with transparent tulle and floral prints. This was truly something to delight the many insiders sitting front row: Olivia Palermo, Tamu McPherson, Caroline Issa or Jessica Goicoechea, to name but a few…