Fifteen years since the launch of his label MSGM, Massimo Giorgetti presented a collection that played around with the tropes of the summer Riviera aesthetic. In his latest show for the brand, combining men’s SS25 and women’s resort 2025 lines, the Italian designer looked into the clichés associated with the nautical look and put them through his humorous prism – from Breton long sleeves with stripes taking the form of waves and sailor hats which resembled paper boats to souvenir shop hoodies and dresses made of the terry material (with a bucket hat to match). In his take on the seaside dressing, Giorgetti embraced his childhood memories of vacation, embellishing his pieces with depictions of the sun, dolphins and crabs. Never afraid of a vibrant colour palette, the designer let his creative flag fly with this latest proposition – juxtaposing classic blues and whites with rich reds and acidic yellows. A staple on the Milan Fashion Week schedule, Giorgetti once again proved that one of the key elements of longevity is refusing to let go of the sense of fun in the process.

Words by Martin Onufrowicz

MSGM SS25

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