Agenda-setting intelligence, analysis and advice for the global fashion community.
MILAN, Italy — Trying to escape one's roots is a meaningless act. One way or another everything comes back. MSGM's Massimo Giorgetti has tried many times to test new grounds, breaking out of his own bold-patterned, fast-paced comfort zone, but in the end what he does best is jolly streetwear with no conceptual pretence.
Giorgetti is not exactly a designer in the traditional sense, but a selector. What his work lacks in originality and coherence, it gains in freshness. The collection he showed Sunday morning, heralded as a journey through America's West Coast, complete with flowers and Baja hoods mixed chaotically with a faint Burning Man flavour, was bold on logo, strong on reference — Gosha has secured a spot in the heart of most Milanese fashionistas, Giorgetti in primis — and easy on all the rest.
Too easy, maybe. It was all perfectly nice and fine, in fact, but also slightly bland. In these fast-paced times, delivering a message is essential to engage with a show. A message — not necessarily a concept. Giorgetti just showed stuff.
