MSGM Is Making Color Therapy Contemporary

MSGM Is Making Color Therapy Contemporary

DJ-turned-designer Massimo Giorgetti's brand uses expressive details that elevate self-confidence.

DJ-turned-designer Massimo Giorgetti's brand uses expressive details that elevate self-confidence.

Text: Priya Rao

This article appears in the pages of V112, on newsstands now. Order your copy now at vmagazineshop.com.

It’s been nearly a decade since DJ-turned-designer Massimo Giorgetti launched his vibrant, art-influenced fashion label, MSGM. Now more than ever, he’s subscribing to his personal ethos for the brand: “Never look back, it’s all ahead.” That was manifest in his Spring 2018 collection Hue/Saturation, an unusual and sophisticated mismatch of colors and prints. Think contrasting olive-green trenches paired with cobalt-blue belts, kaleidoscopic pajama-esque tops and bottoms, and knit sweater-and-skirt sets emblazoned with the words “Rosso,” “Red,” “Green,” and “Vert.” It’s proof that rich chroma can be elevated and modern, especially in the hands of a smart and skilled designer like Giorgetti.

“It was a study on how color therapy can affect your psyche and your state of mind,” he reflects of his vision for the season, which he intends to be “an explosion of color that can instantly change your character.” Positivity is not something that Giorgetti is short on, but the injection of brilliant hues in his spring show has put him in an especially elated mood. “I’m feeling good! It’s nice to know that wearing color can instantly change how you feel and act.”

Aside from his recent, hyper-pigmented offerings, the designer has plenty of reason to be in a perennially happy state: he’s a star on the Milan fashion calendar, and celebrities like singer Dua Lipa love his clothes, as do shoppers in general, thanks to his reasonable, contemporary price point. Speaking of the tough retail environment that many fashion houses are experiencing, Giorgetti seems relaxed—cool, even. “The MSGM woman has changed, but she also has not; I know who she is,” he affirms. “She is someone who loves fashion, but does not want to be a fashion victim. She travels, she enjoys life; in some ways, she’s like me and everyone who works for me.” And much like that protypical woman, Giorgetti’s company has evolved greatly from its “simple” roots, when the designer worked solo, to its current, 40-person size. “That’s the secret,” Giorgetti says.

Such self-proclaimed confidence is another trait he shares with his customer. “The woman who buys from us is sure about herself, and she wants something different—something she isn’t getting elsewhere. I like that about her because she is unafraid,” says Giorgetti. Indeed, so is he.

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