The ever-resourceful Massimo Giorgetti senses the changing tides and recalibrates his direction. Challenging times require flexibility; With the economy, global dynamics and consumer spending habits constantly changing, a (relatively) young brand like MSGM has the flexibility to pivot without feeling the full impact of the impact. Giorgetti took a nimbler tack, shifting strategy, bypassing the traditional catwalk and addressing Gen Z directly with an energetic party in a venue favored by the LGBTQ+ community.
The lookbook was shot during the riotous party by Canadian photographer Bruce LaBruce, whose provocative oeuvre is no different from the sunny, feel-good mentality that Giorgetti stands for. The photos, surprisingly subdued by LaBruce’s standards, showed young models captured in the darkness leaning against giant inflatable mushrooms that evoked a lysergic take on Alice in Wonderland. A recurring rabbit, rather creepy and grungy, appeared as prints, paintings or jacquard designs on oversized plaid shirts and sweaters. Giorgetti said he was inspired by disturbing, raw films from the late ’90s/early 2000s, such as Donnie Darko and Gummo, which referenced rebellion, parallel realities and social unease. Who would have thought the MSGM guy had such a dark, tortured side?
However, the collection certainly looked less tortured. Under Giorgetti’s leadership, grunge was stripped of the messy excess from the thrift store and transformed into an Italianate, much less unruly version. Square-cut checked shirts and car coats were tied in Vichy or Prince of Wales, furry teddy bear coats were printed with bunny motifs, velvet and washed denim took on a wrinkled, worn texture.
Reflecting on the clubbing-meets-fashion shoot experience, Giorgetti explained: “I wanted to capture a moment in time, almost like a documentary about the younger generation’s clear need for narcissistic exposure and self-expression. What I strive for now is to create spaces where art, music, fashion and real life come together.”