Spring 2014 Ready-to-Wear
September 22, 2013 Milan
MSGM's Massimo Giorgetti graduated to the runway today after a couple seasons of presentations. His contemporary-priced label is a fairly new addition to the Milan calendar, but it already has a vivid identity. What has defined MSGM so far is Giorgetti's irreverent mix-and-match approach to print. Google his stylist, the Italian street-style icon Viviana Volpicella, and you'll have a good idea of what we're talking about. For Spring, Giorgetti stuck to his winning formula; MSGM's clothes are stocked in 350 or so stores around the world, and the new collection will look satisfyingly familiar to them. But not too familiar. Backstage, Giorgetti said, "This season it was impossible to ignore the Hawaii trend." Tropical flowers and tiki motifs were in abundance, but here and there he slipped a white cotton dress into the mix, or cut the bold print of a frock with a simple button-down—it worked better under a sweatshirt dress than it did under a strapless long gown. Giorgetti explained that he wanted a more sophisticated look for his first catwalk. Truth be told, though, it's insouciance that comes best to him. For evidence, you needed only to look at the models' feet. Sport sandals have been a big trend in Milan; MSGM's were the cutest of the week.