Although fashion brand MSGM has been around since 2008 and took the sartorial world by storm with its inaugural Spring/Summer 2010 collection, I admit that I only came across it recently. However, I have been impressed with what I have had the opportunity to examine so far.
The brainchild of designer Massimo Giorgetti, MSGM has always strived to rework the relaxed tailoring mores of sportswear and street fashion, as well as inject strong doses of colour into contemporary menswear in a playful and yet elegant manner. The very successful menswear and womenswear collections have featured in numerous editorials of international fashion magazines and made MSGM secure the title of best emerging brand in Vogue Italia’s ‘Who’s On Next’ competition in 2010. In addition, and very importantly, it has become a popular label for buyers in approximately 300 stores all over the world.
With its cheerful reworking of traditional gingham and checked patterns, and mixing stripes of different widths with floral designs in fabrics as diverse as cotton, lurex, and sequins, the menswear collection for Spring/Summer 2013 confirms that MSGM is one of the most fascinating brands of casual menswear around, and one that certainly deserves to be followed more closely in the future.