MSGM

MSGM

Massimo Giorgetti

2016 felt like a turning point for you, in terms of aesthetic and the reception you received. Do you agree ?
It is natural for a brand to grown and evolve. For example, for the fall-winter 15-16 collection, I tried to give to MSGM a more sophisticated and clean look, without losing his smart, dynamic, colourful, ironic, irreverent DNA.
How do you cope with pressure?
I run! I love running, and when I’m under pressure running helps me a lot !
It can be quite a brutal industry. Do you think that fashion could be kinder to itself?
It can be a brutal industry, mailny becaase it is a very big business. Anyway, I think we are very lucky doing something we love and I think it is fundamental being always polite and fair with the people we’re working with.
Outside of work how do you fuel your creativity ? What are you passionate about ?
Music is my passion since ever and it has always influenced my design, starting from the inspiration of my brand name: the group MGMT. I like to think that my collections are a material interpretation of the sound: music for your eyes!
I also love contemporary arts: John Baldessari, Pistoletto, Alighiero Boetti, Marlene Dumas are my favourite artists.
The CFDA is discussing wether they should open the shows to «real people». How do you feel about that ?

I think that a show should only be for people working on the fashion arena because, even if fashion shows are full of glamour and allure, they still are a working moment. During the 15 minutes of a show, buyers can already have a first idea of what they can buy for their clients, and the journalists can write or publish their point of views.
Fashion shows are more about instagrammable people and followers today than big editor in chief.. ?

The digital era changed our life and the way we work, and will keep changing it. Anyway I think that it is still fundamental having editors-in-chief as well as buyers attending the fashion shows.
Can you tell us a bit about AW16?
This collection is dedicated to a more mature woman. The colour is dominant and for the first time in MSGM, it is a colour block. The inspiration is sport chic, with a tone of familiar nostalgia. The prints are no longer digital, but they still live thanks to applications and through the combination of different materials. The prints are no longer digital, but they still live thanks to applications and through the combination of different materials. I think it is a natural evolution of the brand.
What are you plans for MSGM in the future ?
Regarding the future, all I want is that MSGM grows slowly but surely and that it keeps the cool look it has now. I don’t want it to lose any of its freshness, its sense of irony or its audacity for which it’s known and appreciated. For sure the next step is the development of the retail with new MSGM stores.
Milan FW is like the new focal point and like the new inspiration. Why?
In Milan, there is new blood, a new group of emerging young designers. I’m proud to be part of the Italian brands today.
Milan was known to be difficult for young designers. Do you think it still is ?
In Italy, is difficult to become a successful young designer because there are still a lot of big and important family firms where the members of the family are taking care of the creative direction of the brands. For MSGM, it was different, we built a new brand, and the success came almost unexpectedly. I think that MSGM is the proof that something is changing, and that Milan is becoming more open, without losing its uniqueness.
"In Italy, is difficult to become a successful young designer because there are still a lot of big and important family firms where the members of the family are taking care of the creative direction of the brands. " [MSGM]
Did you ever think of designing clothes growing up ?
I always loved fashion, but of course I didn’t imagine I was going to build a brand like MSGM at the beginning. My past experience helped me a lot: when I imagine collections, I try to visualize them first in the showrooms and then in stores. In the second year of accounting school, at the age of sixteen, I had already figured out it was the wrong school. The math books and banking were really a nightmare. I always waited impatiently for Saturday to arrive to go to the newsstand and buy all the newspapers possible: Vogue, L’Uomo Vogue, Harper's Bazaar, Elle, etc. I wanted them all. And I read them all. Then, at the age of seventeen, I was asked to make the male model for fittings and in a few months, I learned all the technical aspects of modelling, packaging, stitching, etc. Once finished my exams, I started out as a sales man in a dear friend’s boutique. From sales in store, I went to sales in showrooms and two years later, I was already facing problems and responsibilities of a product design department of a large company. There, I had the good fortune to find Paoloni group that believed in me from the start, so much that at 24-year-old I was already responsible for two clothing lines. At that moment, I realized that maybe this was going to be my future and in 2009 the adventure began
What is different now about MSGM compared with when you first started ?
MSGM has anticipated trends and offered something new. In 2009, presenting a collection with psychedelic prints done by computer and in fluorescent colours was the secret to MSGM’s immediate success. Also, right from the beginning we wanted to create a contemporary collection, which wasn’t something very common in Italy at that time, and to communicate straightway, considering the impact that social networks were having. I think the market was waiting for a product like ours; many young people were already getting ideas more from the internet than from the pages of magazines.
MSGM is really created for a cool public that adores fashion but isn’t a slave to designer labels, and this didn’t change, even if the collection is designer for a more mature woman.
Everyone used the term more matured, grown-up. Do you agree ?
Yes, I defined the collection matured too.
I’ve read that you didn’t like the word « Luxury ». why ?
It is not true. I don’t dislike at all the word luxury, the matter is that I don’t find it modern!
MSGM is a perfect combination of luxury and streetwear...
Today, it’s important to keep a balance in the market, considering the pricing of your clothes, without forgetting the quality. I want to keep MSGM price lower than luxury brands, also considering the fact that MSGM is more a contemporary brand then a luxury one. We also added a new label under the MSGM label saying “Made in Italy” just to underline the quality, behind the price.
How do you begin the research process when you start a new collection ?
My creative process is very particular. I never start with a specific idea or a theme. I find this system outdated. I start putting together (and putting on paper) a collage that has been created in my head during the past months. Photos, newspapers, internet, blog, facebook, instagram, artworks, frame of videos and movies. Then I start thinking about the prints that would fit with all these pictures, the colors, the silhouettes... and of course I’m listening to music while I’m working! My favourite artists are MGMT, The Strokes, Blur, Radiohead, Oasis, Björk, Nirvana, Florence and the machine. I’ve always listened to them!
Do you feel like what’s missing in fashion is people being playful about clothes?
I think there are people playing with clothes! For example Asian are very enthusiastic, they have a completely different point of view compared to us. Moreover they love MSGM prints and style, they are “brave” and ready to mix eccentric pieces creating unique looks.
Do you still feel like you need to prove yourself?
Everyday we should prove ourselves! It is the best way to stay young.
From issue #3 By Aurore Hennion

MSGM

Massimo Giorgetti

2016 felt like a turning point for you, in terms of aesthetic and the reception you received. Do you agree ?
It is natural for a brand to grown and evolve. For example, for the fall-winter 15-16 collection, I tried to give to MSGM a more sophisticated and clean look, without losing his smart, dynamic, colourful, ironic, irreverent DNA.
How do you cope with pressure?
I run! I love running, and when I’m under pressure running helps me a lot !
It can be quite a brutal industry. Do you think that fashion could be kinder to itself?
It can be a brutal industry, mailny becaase it is a very big business. Anyway, I think we are very lucky doing something we love and I think it is fundamental being always polite and fair with the people we’re working with.
Outside of work how do you fuel your creativity ? What are you passionate about ?
Music is my passion since ever and it has always influenced my design, starting from the inspiration of my brand name: the group MGMT. I like to think that my collections are a material interpretation of the sound: music for your eyes!
I also love contemporary arts: John Baldessari, Pistoletto, Alighiero Boetti, Marlene Dumas are my favourite artists.
The CFDA is discussing wether they should open the shows to «real people». How do you feel about that ?

I think that a show should only be for people working on the fashion arena because, even if fashion shows are full of glamour and allure, they still are a working moment. During the 15 minutes of a show, buyers can already have a first idea of what they can buy for their clients, and the journalists can write or publish their point of views.
Fashion shows are more about instagrammable people and followers today than big editor in chief.. ?

The digital era changed our life and the way we work, and will keep changing it. Anyway I think that it is still fundamental having editors-in-chief as well as buyers attending the fashion shows.
Can you tell us a bit about AW16?
This collection is dedicated to a more mature woman. The colour is dominant and for the first time in MSGM, it is a colour block. The inspiration is sport chic, with a tone of familiar nostalgia. The prints are no longer digital, but they still live thanks to applications and through the combination of different materials. The prints are no longer digital, but they still live thanks to applications and through the combination of different materials. I think it is a natural evolution of the brand.
What are you plans for MSGM in the future ?
Regarding the future, all I want is that MSGM grows slowly but surely and that it keeps the cool look it has now. I don’t want it to lose any of its freshness, its sense of irony or its audacity for which it’s known and appreciated. For sure the next step is the development of the retail with new MSGM stores.
Milan FW is like the new focal point and like the new inspiration. Why?
In Milan, there is new blood, a new group of emerging young designers. I’m proud to be part of the Italian brands today.
Milan was known to be difficult for young designers. Do you think it still is ?
In Italy, is difficult to become a successful young designer because there are still a lot of big and important family firms where the members of the family are taking care of the creative direction of the brands. For MSGM, it was different, we built a new brand, and the success came almost unexpectedly. I think that MSGM is the proof that something is changing, and that Milan is becoming more open, without losing its uniqueness.
"In Italy, is difficult to become a successful young designer because there are still a lot of big and important family firms where the members of the family are taking care of the creative direction of the brands. " [MSGM]
Did you ever think of designing clothes growing up ?
I always loved fashion, but of course I didn’t imagine I was going to build a brand like MSGM at the beginning. My past experience helped me a lot: when I imagine collections, I try to visualize them first in the showrooms and then in stores. In the second year of accounting school, at the age of sixteen, I had already figured out it was the wrong school. The math books and banking were really a nightmare. I always waited impatiently for Saturday to arrive to go to the newsstand and buy all the newspapers possible: Vogue, L’Uomo Vogue, Harper's Bazaar, Elle, etc. I wanted them all. And I read them all. Then, at the age of seventeen, I was asked to make the male model for fittings and in a few months, I learned all the technical aspects of modelling, packaging, stitching, etc. Once finished my exams, I started out as a sales man in a dear friend’s boutique. From sales in store, I went to sales in showrooms and two years later, I was already facing problems and responsibilities of a product design department of a large company. There, I had the good fortune to find Paoloni group that believed in me from the start, so much that at 24-year-old I was already responsible for two clothing lines. At that moment, I realized that maybe this was going to be my future and in 2009 the adventure began
What is different now about MSGM compared with when you first started ?
MSGM has anticipated trends and offered something new. In 2009, presenting a collection with psychedelic prints done by computer and in fluorescent colours was the secret to MSGM’s immediate success. Also, right from the beginning we wanted to create a contemporary collection, which wasn’t something very common in Italy at that time, and to communicate straightway, considering the impact that social networks were having. I think the market was waiting for a product like ours; many young people were already getting ideas more from the internet than from the pages of magazines.
MSGM is really created for a cool public that adores fashion but isn’t a slave to designer labels, and this didn’t change, even if the collection is designer for a more mature woman.
Everyone used the term more matured, grown-up. Do you agree ?
Yes, I defined the collection matured too.
I’ve read that you didn’t like the word « Luxury ». why ?
It is not true. I don’t dislike at all the word luxury, the matter is that I don’t find it modern!
MSGM is a perfect combination of luxury and streetwear...
Today, it’s important to keep a balance in the market, considering the pricing of your clothes, without forgetting the quality. I want to keep MSGM price lower than luxury brands, also considering the fact that MSGM is more a contemporary brand then a luxury one. We also added a new label under the MSGM label saying “Made in Italy” just to underline the quality, behind the price.
How do you begin the research process when you start a new collection ?
My creative process is very particular. I never start with a specific idea or a theme. I find this system outdated. I start putting together (and putting on paper) a collage that has been created in my head during the past months. Photos, newspapers, internet, blog, facebook, instagram, artworks, frame of videos and movies. Then I start thinking about the prints that would fit with all these pictures, the colors, the silhouettes... and of course I’m listening to music while I’m working! My favourite artists are MGMT, The Strokes, Blur, Radiohead, Oasis, Björk, Nirvana, Florence and the machine. I’ve always listened to them!
Do you feel like what’s missing in fashion is people being playful about clothes?
I think there are people playing with clothes! For example Asian are very enthusiastic, they have a completely different point of view compared to us. Moreover they love MSGM prints and style, they are “brave” and ready to mix eccentric pieces creating unique looks.
Do you still feel like you need to prove yourself?
Everyday we should prove ourselves! It is the best way to stay young.
From issue #3 By Aurore Hennion