Lolita Bridalwear for MSGM SS23

Lolita Bridalwear for MSGM SS23

Lolita Bridalwear for MSGM SS23

Massimo Giorgetti brings a classic MSGM twist on traditional wedding motifs

Massimo Giorgetti brings a classic MSGM twist on traditional wedding motifs

Text: Daisy Kim

Here comes the bride, all dressed in…underwear?

For SS23, MSGM presents Lolita bridalwear in a cinema fairytale. Both poetic and ironic, Massimo Giorgetti’s Spring 2023 RTW collection—titled Forever, Always Per Sempre— reveals the story of an imaginary wedding, told on the dividing line between sweetness and irreverence.

Similar to MSGM Spring 2023 Menswear collection, Massimo Giorgetti’s Spring 2023 RTW collection exudes this carefree youthfulness. Having photos of Uma Thurman in a wedding dress from Kill Bill and the protagonist from Truffaut’s La Mariée Était en Noir (The Bride in Black) on the show’s mood board, the show had candor, magnetism, and sexiness.

“I wanted to speak of an unconventional romanticism, one that is tender but also caustic,” says Giorgetti, “that is why I have explored the idea of a very intense woman, in whom both aspects blend together naturally.”

The beloved Italian label plays with the cornerstones of codified femininity, rethinking them in a hyper-contemporary way. The collection sees the deconstruction and decontextualization of the iconographic elements of classic and conventional wedding imagery: from lingerie scanned and printed onto jersey knit t-shirts to see-through tulle skirts revealing underwear —perhaps a seductive take on a veil.

The MSGM brides were seen in fairly feminine silhouettes. Flowers and ruffles outline the clothes, blooming on halter neck overalls in jacquard jersey or on long dresses with elegant keyhole necklines. In classic MSGM fashion, there are hints of electric lime green here and there—the most intriguing neon insertion being an all-lace catsuit layered under a see-through bubblegum pink tulle skirt.

MSGM uses an ironic approach to address Italy’s current political situation as voters will be heading to the polls at the end of Milan Fashion Week, and are likely to see a government led by a far-right party come to power. Although Giorgetti and his partner were able to get married years ago, the right to same-sex marriage would directly be threatened by this transition of power.

View the full show below.

Credits: All images courtesy of MSGM


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