Milan is the adopted city of Massimo Giorgetti; Born in sunny, industrious Romagna, he left at a young age for the equally industrious but unfortunately not so sunny northern capital. His MSGM legacy, which turns 15 this year, is rooted as much in the optimism of his hometown as in the energetic, hard-working character of the Milanese. Pre-Fall added a new chapter to its ongoing celebration of the vitality of young artistic communities thriving across the city today. “I feel like I am part of the dynamic reality of Milan; things happen quickly here, which I really like,” he said.
Giorgetti is active in promoting creative talents through the pioneering art gallery Ordet, where he is a partner; Throughout his career he has collaborated with a range of designers, curators, singers and filmmakers. Since last season, MSGM’s lookbooks have been shot by photographer Delfino Sisto Legnani, whose book Entryways of Milan was a great success. The setting of Pre-Fall was the elegant entrance of a Milanese brutalist building, where props such as marble sculptures by Gino Cosentino, chairs by Osvaldo Borsani and steel furniture by NM3 were added to convey an artsy atmosphere.
The mainly everyday clothing collection was modeled by Milan-based visual artists Giorgia Garzilli and Benni Bosetto. They wore a typical MSGM repertoire: sleek and oversized color-blocked jackets; white stretchy lace tights, worn under miniskirts; diving and neoprene pieces; and for decorative motifs, playful prints of strawberries, Dalmatian dots and stickers of ceramic figurines. Everything was infused with a saturated color palette that reflects Giorgetti’s zest for life.
MSGM seems to be a replica of the designer’s character, a kind of fashion double: “It is a brand that is cheerful, passionate about living in the moment, about embracing life, creativity, lightness and a sense of humor ,” he said. But even the bright side Giorgetti could not avoid a comment on the current state of affairs in the industry: “It is not at all easy to survive as an independent designer, but we fight our battle with the attitude that Milan taught me: be resilient , hardworking, factual and keep the heart inventive. Roll up your sleeves and never give up.”
