MSGM Captures a Collective Self-Portrait for SS21

Titled the ‘Self Portrait of a Generation’

Massimo Giorgetti’s Milan based brand, MSGM, has taken these past several months to focus on the core of the brand while embracing new challenges imposed by COVID-19. For MSGM’s Spring/Summer 2021 collection, the brand knew they needed to produce something meaningful, hoping to contribute to the ongoing conversations within and around fashion.

Their fashion film, Self Portrait of a Generation, truly does bring forth conversations in fashion, featuring twelve young models, activists, and artists, all wearing MSGM and sharing their varying life experiences. Each model was able to style themselves, choosing the looks best suited to their identities.


In the SS21 video, which you can watch below, the models are asked about early memories, the origin of their names, and they discuss past insecurities and learning to love those. Each voice captures in the film is meant to represent the broad perspectives across this generation, from different cultures, languages, and career paths. The models in the film are not all models, they are graphic designers, swimming champions, scientists, ecologists, even an MSGM intern and designer. This video highlights the versatility in what women can do today, who we are allowed to be, as it hasn’t always been so easy.

These twelve models also clearly have different personalities and points of view, different past experiences and different hopes for the future. MSGM’s SS21 presentation shows the different voices of this generation as well as the different voices of the brand, but still factors in the universality of the brand. All of these models are their own people with different backgrounds, brought together by MSGM, in MSGM.

The collection itself is a sort of introspective, a reflection of one’s past whilst still being present. As the video acknowledges, everyone has different origins, and MSGM finds its origins in the Italian region of Romagna. Pieces in the collection reflect the artistry of Romagna’s landscape and elements as it has inspired the brand over the years.

Poplin and taffeta have been staple fabrics for the brand, but at times are swapped out for tougher materials, cotton, and linen, offering a more rustic feel. These prints and images are also symbolic of rural culture, including ears of wheat and rooster heads, embroidered grapes. The crochet and knit elements tie into the artisanal essence, very personal forms of craft. The rustic inspiration comes through in the neutral tones, mixed with vibrant hues reflecting modern womenswear. With frayed tweed and raw cuts, this womenswear collection mixes workwear chic with rustic chic in a beautiful collection. Considering all of this detail, our favorite has to be the large pockets, which is all women really want at the end of the day.

Though the collection acknowledges one’s past and honors it, it does not dwell. Spring/Summer 2021 is about looking to the future for MSGM. MSGM’s latest collection is their take on timeless pieces, wardrobe staples suited for the generation that is always looking ahead.


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