Pavilion KL welcomes MSGM, the Italian art- and music-inspired brand. The collaboration between MSGM and Bluebell brings to Malaysia the newly released Women’s and Men’s SS19 collections.
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The retail concept will follow the MSGM space design revealed in the London store and conceived by Creative Director Massimo Giorgetti with the support of ML Architettura.
For MSGM women fluid dresses in stretch jersey are printed with cut-up florals inspired by Peter Fischli and David Weiss artworks, while colour block stretch jersey dresses have graceful athleticism. Sharply cut layers of tulle evoke an after-dark realm; power mesh sets a silhouette that often clings to the body. Transparent floral tailoring blurs perception over stretch T-shirts and leggings. A cardigan is embroidered with the words SOGNARE INSIEME – ‘DREAM TOGETHER’, which is the theme of the collection.
For men, Massimo Giorgetti plays with his life. “Rimini is the city where I grew up,” says Massimo Giorgetti, creative director of MSGM. “It was about the beach, the clubs, the tourists, the energy. Milan is where I made my home and started my label. I wanted to play with the two, bring them together.”
Volleyball tops are colour-blocked and read across the shoulders “ENERGY” and “CHARGE”. 80s Manga characters Mila & Shiro – Italian title for Attacker You – Japan’s most loved volleyball players, are printed on T-shirts and hoodies. A collaboration with Sundek is in Massimo’s favourite primary colours. Colour-blocked sports tops in velvet go from beach to club.
As Rimini is a touristic destination, archive images by Roger Minick show the glorious realities of the tourist look. A slouchy intarsia knit that reads “Rimini” is the perfect souvenir.
Milan is about the attitude and the energy, the spirit that brings the look together in the 21st century. Vivid tie-dye knits are all you want to wear in the city. Short sleeve shirts with digital prints of palms are blurred as if through an urban lens.
MSGM is a fashion brand that was created in 2009 by Massimo Giorgetti in partnership with Paoloni Group.
The womenswear, menswear and accessories collections are designed by Massimo Giorgetti, and made entirely in Italy by Paoloni Group who garantees high standards for both development and final manufacturing. Distribution of the RTW lines is entrusted to Showroom Riccardo Grassi, while the Massimo Bonini showroom deals with accessories.
It is a simple mix: always up to date, and constant new sources of inspiration, starting from contemporary art and music. Massimo Giorgetti knows how to combine his passions with all the most innovative aesthetic and artistic expressions of the digital world.
The outcome is a kaleidoscope of colours, shapes and lines that inexorably capture the public’s attention, making MSGM one of the most intriguing fashion brands of the moment. People who buy MSGM know they can express themselves in complete freedom, with a touch of creativity, which is completely personal and almost irreverent.
This year, the brand reaches its 10th anniversary, and it will celebrate it on the occasion of Pitti Immagine Uomo 96 MSGM, returning to Florence. On Thursday 13 June 2019, in a yet-to-be-revealed location, a fashion show will be staged to present the MSGM Spring-Summer 2020 Collection.
In this regard, Massimo Giorgetti said: “I am very happy to be returning to Pitti Immagine with the MSGM Men’s Collection that we officially presented in 2013 with an event held in Florence. It was the first time an international audience was introduced to MSGM and today it is very important for me to once again be the guest of this event and this city with the first of our activities to celebrate 10 years of the brand.”
The first MSGM flagship store was opened in 2013 in Via Ponte Vetero, in the heart of the Brera area in Milan. The concept was inspired by the brand’s DNA: an installation of contemporary visual art. The store will be now relocated to a bigger venue in Via Broletto. Moving from 800sqf to 3,000sfq also symbolizes the growth of the brand.
Year by year, MSGM rapidly expanded worldwide, from Dubai to Singapore, Japan, Hong Kong, Macau, China, Korea, without forgetting to strengthen its presence in its home country.
Currently, MSGM collections are available in over 600 multibrand stores, department stores and e-commerce sites worldwide.
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In February 2018 the private equity fund STYLE CAPITAL signs an investment agreement to take over a share of MSGM Srl, Massimo Giorgetti will continue to play the role of artistic and creative director of the brand. This marked the beginning of a new development, from the launch of a lingerie collection to the collaboration with FILA, U.S. expansion, and focus on activewear and accessories, the latter to account for 10% of the profits and contribute to the target of 100mn Euro to achieve in 4 year-time.
Photos of the store coming soon with some more news about MSGM in Asia! Stay tuned!