MSGM’s Massimo Giorgetti: Decade of Great Vision

Massimo Giorgetti, the Italian designer celebrates a decennium of his sportswear label, MSGM.

While preparing himself for his special show at Pitti, Massimo reflects on the decade spent in building MSGM from a budding brand to one of the most respected international labels in Italy. His conversation with us, is all about that…

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But when I come to think of the time it all started; the shows, the opening of the stores, the new ranges of collections, and especially the group of more than a hundred people who worked with me from Milan to the Marche region, I realise to what extent things have evolved. The responsibilities are all the more important but the energies remain just like the first day.

What memories do you have of the very first day?

Our first ready-to-wear collection for men was in collaboration with Genchi, the artist. By the time, the guests began to arrive our sweatshirts had already became symbols of radiating fluorescent colours... (laughs) Because of that, I believe we were considered as one of the pioneers of sportswea. MSGM was in fact the first brand in Italy to introduce a fashion vision mixing streetwear with more feminine elements, tailoring; but also using the logo in a new way, at the same time. Colours, cuts, details, shapes; all this has always been inspired from the worlds of art and music, but also from the Italian spirit. While sportswear and streetwear may have been in the spotlight at one point, but eclecticism has always been the centre of MSGM’s conversation.

In ten years, sportswear went from a simple trend to a phenomenon of society. How do you see this evolution?

There was a time, when people started saying that sportswear is dead. But I believed one only needs to revisit and adapt this line of clothing, and that’s what I did. My latest collections, especially the ready-to-wear for women, is a step towards the evolution of the genre. We have aimed to be more sophisticated this time, and needless to state, it is 100 per cent made in Italy.

How do you evaluate yourself in the big fashion race?

The industry we belong to is a constantly changing business. If I don’t have to really change the direction, the natural pace of the things going on, I think my part of the work is done. I also don’t believe in the business model of “see now, buy now” and thus don’t want to go in this direction. I always try to adapt my collections as per the current interseason silhouettes.

You just launched MSGM’s greatest flagship store in Milan. Tell us about it.

Yes, in the district of Brera. This is indeed our greatest flagship tinthe world and, in my opinion, the most beautiful so far. Through this project, I was able to crystallise my love for Italian designs. We have transformed the building, a former bank, while preserving its peculiarities, with walls of cement, steel and stone. The interiors are designed in collaboration with Sabine Marcelis. Other openings are getting ready too. Let’s hope for the best.

Where do you hope to find yourself 10 years from now?

Not so far from where I am today, perhaps in a larger office, a better showroom (laughs)! But I don’t see myself changing so much. I hope I am able to provide myself some more ‘me time’, I guess that is true luxury.

Do you have any memory of the time when you were 10?

I was an introvert, a little shy, a little chubby, but already passionate about fashion. I remember myself, playing footsie crane in front of a kiosk of fashion magazines, hoping that I could buy one. But little did I know my fate.

From the November–December 2019 issue of L’Officiel India.