The ever resourceful Massimo Giorgetti is sensing the changing tides and readjusting his direction. Challenging times demand agility; With constant changes in the economy, global dynamics and consumer spending habits, a (relatively) young brand like MSGM has the flexibility to move forward without feeling the full brunt of the impact. Adopting a faster course, Giorgetti switched strategies, bypassing the traditional runway, and targeting Gen Z directly with a high-energy party at a venue favored by the LGBTQ+ community.
The lookbook was shot during a riotous party by Canadian photographer Bruce LaBruce, whose provocative work is a far cry from the sunny-side-up, feel-good mentality that Giorgetti has championed. Surprisingly sparse by LaBruce’s standards, the photographs captured young models in the dark, leaning against giant inflatable mushrooms, evoking a lysergic take on Alice in Wonderland. A recurring rabbit, rather terrifying and unsightly, appeared as a print, painting or jacquard design on oversized checkered shirts and jumpers. Giorgetti said he was inspired by disturbing, raw, late 90s/early 2000s films like Donnie Darko and Gummo, which referenced rebellion, parallel realities, and social discomfort. Who would have thought that the MSGM man would have such a dark, tortured side?
However, the collection certainly seemed less painful. Under Giorgetti’s direction, grunge was stripped of its cluttered thrift-store excess, and presented in an Italian, much less unruly version. Square-cut checkered shirts and car coats were added to Vichy or Prince of Wales, cute teddy bear coats were printed with rabbit motifs, velvet and washed denim were given a wrinkled, worn-out texture.
Reflecting on the clubbing-meets-fashion shoot experience, Giorgetti explained: “I wanted to capture a moment in time, almost like a documentary on the younger generation’s narcissistic display and apparent need for self-expression. Now I want to create spaces where art, music, fashion and real life collide.”