Fashion Week

MSGM splash in Florence: the anniversary show

Ten years of the most pop brand ever celebrated
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Massimo Giorgetti chosen Florence to celebrate ten years of activity and achievements MSGM, and does so in the Nelson Mandela Forum picturesque setting in a setting in dark colors. The only light is the blue one of the pool recreated through digital projection, which recreates the reflection of light, a motif that is reproduced in the wavy tye and dye prints present in the total denim look. 'They will never take the summer away from me' reads the inscription on the holographic print T-shirt, a slogan that is a hymn to summer, to holidays, to the carefree sport that plays with the formal, even when a lobster print appears on shirts or pullovers in shocking pink tones. Giorgetti's man is an urban explorer (complete with a canvas hat and cord), who mixes floral and botanical prints with animal prints in fluorescent colors. The bandana print that breaks into tailoring is also a great protagonist, becoming a shirt, short or hat, highlighting an over-shaped double-breasted blazer. The MSGM tailoring is combined with tone-on-tone garments, turquoise tailored pants or short hot pink, with a color-block look for those who are not afraid to dare. The Creative Director, always fond of art, also chooses to collaborate with the Berlin artist Norbert Bisky and to use his images full of desire and romanticism, to launch a positive message about love. In particular, his figurative paintings create inserts and decorative applications on sweaters, jackets, shirts and shorts where male bodies seem to be kissed by the sun. A desire for relaxation that is expressed thanks to the introduction of swimwear in a more urban context, with short-sleeved shirts in different fabrics, to be combined with contrast. The accessories capture the attention, ranging from the classic Sebago, personalized with illustrations and graffiti, to the second MSGM x Fila collaboration that sees bags, pouches, costumes and hats and a reinterpretation of the Fila Andrenaline sneaker. Giorgetti always looks ahead and is not afraid to experiment, 'don't look back, it's all ahead' says the invitation, and this goal is just the beginning.

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