Retail in Asia


Italian art- and music-inspired brand MSGM teams up with Bluebell in Taiwan


Effective from February 2019, Bluebell Group has been appointed as MSGM exclusive distributor for Taiwan with the objective to roll-out monobrand stores and to manage the wholesale distribution.

SEE ALSO : Italian high-end streetwear brand MSGM opens its first store in Malaysia

This partnership is aimed at building a highly qualitative retail presence in the key cities of Taiwan, focusing its efforts on opening in the most prestigious department stores, along with a network of selective wholesale partners.

MSGM’s creative breakthroughs will be catalyzed by unparalleled events and celebrity collaborations to continuously please our most avid consumers and brand fans.

The first monobrand boutique will be opened in Breeze A3 (Xinyi district) starting from Q3 2019 and will soon be followed by others. The wholesale management will start from the SS20 collection.

Mrs. Roberta Benaglia, CEO of MSGM commented “We are thrilled to extend our partnership with Bluebell group to Taiwan after successfully opening in Malaysia. I sincerely believe in the professionalism of Bluebell’s team and expertise in the Taiwan market, capitalizing on more than 35 years’ experience in luxury and fashion brand management in this market. We are proud to join their portfolio of prestigious brands and are confident our mutual trust and common dedication will ensure MSGM a successful development in the Taiwan market.”

Mr. Samy Redjeb, Managing Director of Bluebell Hong Kong, Taiwan & Macau added “MSGM’s ability to capture and anticipate upcoming trends has already caught up the attention of Taiwanese consumers. Such refined consumers are indeed very fashion-forward and Bluebell is convinced that MSGM with its distinctive, innovative and colorful designs will keep on bringing more surprises and freshness to the fashion scene and turn into a global phenomenon”.

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.

Source : MSGM

The collaboration between MSGM and Bluebell will bring to Taiwan the newly released Women’s and Men’s FW19 collections.Women’s collection SPEZZACUORI (Heartbreaker) is an imaginary film that is like a modern-day fairytale on the streets of Milano.

Source :

“Since I was a kid, I have been captivated by fashion in films,” says Massimo Giorgetti, creative director of MSGM. “I created this collection with a cinematic eye, telling a new tale about the MSGM woman today.”

A love story of female power and nocturnal passion, dark romance and city dreams. It is a wardrobe of character, finding fresh ways with the original language of MSGM: digital prints, hearts, bows, optics, individuality and fun.

“Like characters in movies, we can tell so many stories with our clothes,” says Massimo Giorgetti. “These are stories that are both about our real lives, and the lives we dream of living.”

The men’s collection TURBO is fuelled by motor racing culture; get fresh sharpness from tailored lines; get attitude from Italian post-punk. “MSGM is evolving. Speed has always been at our heart, the fast passion of life. What do we do as we grow? We go faster,” says Massimo Giorgetti, creative director of MSGM.

Source :

All-over flame prints are like an engine fired up; knits read “MORE SPEED”; “Turbo” is printed on T’s and caps; denim cargo pants are cut wide, as if worn by pit crew; motorsport newspaper stories are printed on coats as if glimpsed speeding by.

Leopard print fleeces are worn over zebra print nylon-zip ups, both in blue and black. Kways are saturated in 90s vivid shades. A red eco-leather blouson is embroidered with the Madonnina of Milan’s skyline. Meanwhile, black-and-white scenes from the 80s Japanese football cartoon Holly & Benji are woven as jacquards for coats.

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 guarantees 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.

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.

SEE ALSO : MSGM sells stake, creative director and founder to stay

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.

*Bluebell is the owner of Retail in Asia