MSGM Spring/Summer 2015
It’s no secret that the contemporary fashion scene has always been dominated by American brands like Diane Von Furstenberg. This however is changing quickly thanks to some fierce competition from the Europeans who are proving that they have more to offer than just high fashion.
The name that is creating the most buzz right now is MSGM, which recently opened its first Asian store Hong Kong. The Italian brand was founded in 2009 by former DJ and fashion consultant Massimo Giorgetti who started out by making small scale denim collections and sweatshirts. Since then he has become a bonafide fashion star and was recently appointed creative director of Emilio Pucci.
But back to his own label MSGM. Launched in 2009, MSGM is taking Italian fashion in a new bold direction that’s playful yet cool. Taking its cues from the street, it features plenty of bold prints, vibrant colours, sporty details and contrasting textures to give it that fashion edge. Because Giorgetti often seeks inspiration from film, arts and music (fun fact: the brand’s name refers to popular music bands The Strokes and MGMT) many of the designs are more high fashion than casual, drawing in fans like Olivia Palermo and Cara Delevingne.
The latest spring/summer 2015 collection features cool staples such as black tulle hoodies printed with the word “Freedom” in neon green letters or on sheer dresses and tops. Their prints are always a bestseller and this time it’s all about hummingbirds which are embroidered on dresses or printed on breezy jumpsuits layered under sheer tops
This collection along with the men’s and accessories lines are available at the new store which will also host small art exhibitions featuring contemporary artists chosen by Massimo himself (currently in store are the works of Dutch artist Thomas Raat).
MSGM is at 57 Paterson Street, Causeway Bay, Hong Kong, tel: +852 2456 4913; www.msgm.it