The ever-resourceful Massimo Giorgetti is sensing the changing tides and recalibrating his direction. Challenging times demand agility; with the economy, global dynamics, and consumer spending habits in constant flux, a (relatively) young brand like MSGM has the flexibility to pivot without feeling the full brunt of the impact. Embracing a nimbler course, Giorgetti shifted strategies, bypassed the traditional runway, and directly targeted Gen Z with a high-energy party at a venue favored by the LGBTQ+ community.
The lookbook was shot during the riotous party by Canadian photographer Bruce LaBruce, whose provocative oeuvre is a far cry from the sunny-side-up, feel-good mindset that Giorgetti has championed. Surprisingly demure by LaBruce’s standards, the photos featured young models captured in the darkness, leaning against giant inflatable mushrooms that evoked a lysergic take on Alice in Wonderland. A recurring rabbit, rather eerie and grungy, appeared as prints, paintings, or jacquard designs on oversized checkered shirts and jumpers. Giorgetti said he was inspired by unsettling, raw, late ’90s/early 2000s movies like Donnie Darko and Gummo, that referenced rebellion, parallel realities, and societal discomfort. Who would’ve thought that the MSGM guy had such a dark, tortured side?
The collection definitely looked less tormented, though. Under Giorgetti’s direction, grunge was stripped of thrift-store disheveled excess, and rendered into an Italianate, much less unruly version. Square-cut checkered shirts and car coats were bonded in vichy or Prince of Wales, furry teddy bear coats were printed with rabbit motifs, velvet and washed denim were given a crinkled, 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 apparent need for narcissistic exposure and self-expression. What I’m after now is to create spaces where art, music, fashion and real life collide.”
