Massimo Giorgetti
Designer, MSGM
The MSGM designer, who grew his brand into a $45 million business, held a two-year creative directorship at Pucci.
Finding commercial and critical success with his own contemporary label MSGM and hailed as one of the most promising young designers to come out of Milan, Giorgetti was appointed creative director of Pucci in Spring 2015. His arrival was hoped to herald a new era for the luxury label, with Giorgetti expected to bring a fresh, youthful signature to the brand. After a two-year stint, however, the designer exited the LVMH-owned fashion house to focus on the growth of his own burgeoning label.
Italian-born Giorgetti didn’t follow the most conventional path into fashion. He studied accountancy and after finishing his exams quickly decided to head in a different direction, taking a job in retail, as a sales clerk at a boutique in Rimini.
Spotting a space in the market for a modern Italian brand with an affordable price point, in 2009, Giorgetti launched MSGM out of Milan, in partnership with the Paoloni Group. MSGM built cult status amongst a youthful fashion crowd and Giorgetti’s bold, technicolour prints became his signature. Giorgetti cites music as his main influence (he spent several years working as a DJ) describing his designs as “music for your eyes.” In 2010, the brand won the Vogue Italia AltaRoma “Who Is On Next?” award and over the next five years grew into a $45 million business, with over 600 points of sale globally.
Taking over as creative director at Pucci from Peter Dundas , whose six-year tenure cemented the brand’s sexy aesthetic, Giorgetti’s arrival at Pucci marked a dramatic departure for the brand. In April 2017, he announced he would be stepping down from the Pucci to focus on his own label.
"This experience with Emilio Pucci, one of the most representative and historic brands in fashion was an inspiring journey, which has also contributed to my professional growth," the designer told BoF. "Today my brand needs more and more of my attention and all my energy. I would like to thank Laudomia Pucci, the LVMH group, Mauro Grimaldi and all of the Emilio Pucci team, for supporting me in the beautiful adventure."
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Searching For a New Narrative at Milan Fashion Week
The lockdowns may have hit Milan hard, but in some quarters, it enabled the creativity to flow.
Searching For a New Narrative at Milan Fashion Week
The lockdowns may have hit Milan hard, but in some quarters, it enabled the creativity to flow.
In Milan, A Debt to Prada
The references on the runway kept pointing to Prada, the Milanese master of twisted chic, reports Angelo Flaccavento.
In Milan, A Debt to Prada
The references on the runway kept pointing to Prada, the Milanese master of twisted chic, reports Angelo Flaccavento.
Should Fashion Shows Tell a Story?
At MSGM and Etro, the storytelling felt forced and was, ultimately, a disservice to the fashion.
Should Fashion Shows Tell a Story?
At MSGM and Etro, the storytelling felt forced and was, ultimately, a disservice to the fashion.
In Milan, Originality in Short Supply
Imagine if the internet went down for six months and vintage magazines from the ’70 and ’80s went up in flames. What would designers like Massimo Giorgetti and Lorenzo Serafini do without their references?
In Milan, Originality in Short Supply
Imagine if the internet went down for six months and vintage magazines from the ’70 and ’80s went up in flames. What would designers like Massimo Giorgetti and Lorenzo Serafini do without their references?
In Milan, Over the Rainbow and Back
Marco De Vincenzo, Etro and Sportmax from day three of Milan Fashion Week.
In Milan, Over the Rainbow and Back
Marco De Vincenzo, Etro and Sportmax from day three of Milan Fashion Week.
At Pitti, A Shot of Creativity Amidst the Stuff
Sterling Ruby was a standout at the Florentine event: the look was pragmatic but so punchy, so perfectly edited, so fashion forward that you immediately asked yourself how much Raf Simons was involved.
At Pitti, A Shot of Creativity Amidst the Stuff
Sterling Ruby was a standout at the Florentine event: the look was pragmatic but so punchy, so perfectly edited, so fashion forward that you immediately asked yourself how much Raf Simons was involved.
In Milan, Place and the Perception of Clothes
From enchanted gardens to brutalist hangars, locations can make or break a show.
In Milan, Place and the Perception of Clothes
From enchanted gardens to brutalist hangars, locations can make or break a show.
In Milan, the Streetwear Bubble Has Officially Burst
At County of Milan, MGSM and DSquared2, change was afoot to different degrees, reports Angelo Flaccavento.
In Milan, the Streetwear Bubble Has Officially Burst
At County of Milan, MGSM and DSquared2, change was afoot to different degrees, reports Angelo Flaccavento.
Escape from Milan
In a world turning darker by the day, Etro, Sportmax, Marco de Vincenzo and Massimo Giorgetti all turned to forms of escapism — surfing, childhood memories and dreams — with varying degrees of success.
Escape from Milan
In a world turning darker by the day, Etro, Sportmax, Marco de Vincenzo and Massimo Giorgetti all turned to forms of escapism — surfing, childhood memories and dreams — with varying degrees of success.
At MSGM, a Match Between Milan and Rimini
It was a trademark MSGM collection in more ways than one. In order to progress, Massimo Giorgetti needs to shake things up.
At MSGM, a Match Between Milan and Rimini
It was a trademark MSGM collection in more ways than one. In order to progress, Massimo Giorgetti needs to shake things up.
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The people shaping the global fashion industry, curated by the editors of The Business of Fashion, based on nominations and on-the-ground intelligence from around the world.
