Style & Grooming

Venice Beach and Burning Man Inspire at MSGM

For his S/S18 collection, Massimo Giorgetti returns to his roots and takes us on a trip to the west coast

  • TextTed Stansfield
  • PhotographyDomingo Nardulli

Massimo Giorgetti, one of the youngest designers showing at Milan Men's Fashion Week, is making a name for himself for his way with colour, print, and a feeling of youthfulness that you can't quite put your finger on. For his S/S18 collection, which was unveiled yesterday, the designer was going back to his roots. “I wanted to come back to what I really like,” he said backstage, shortly after the show. “I had a lot of fun.”

It's not surprising that this opportunity manifested itself as a moment of release for Giorgetti; he has just finished a stint working as the creative director of Emilio Pucci. “My brand needs more and more of my attention, and all of my energy,” he said when he announced that he would be stepping down in April.

So, what did Giorgetti come back to? Well, there was colour and print – and both in good measure: bright shades of yellow, red and blue, along with florals, graffiti prints, camouflage, plaid, and repeated letters from the MSGM logo. And while the designer cited Wolfgang Tillmans’ photographs of waves – which he’d seen at the artist’s eponymous Tate Modern exhibition – as inspiration, it was America that provided the main point of reference for this collection. “It’s like a trip along the West Coast,” Giorgetti said backstage, and you could definitely detect strong hints of the Venice Beach hippie or the Burning Man festival-goer in this collection.

But for all the design inspiration and varied influences, Frederic Sanchez’s soundtrack served to capture the spirit of MSGM S/S18 best of all. “I'll take your brain to another dimension,” rang The Prodigy’s Out Of Space, reverberating through the show space. And it was to another space that Giorgetti took his muse this season – presumably via some sort of psychedelic drug. This was MSGM on acid.