Born in 2009, MSGM is the hottest contemporary brand to come out of Milan – think hip, youthful, full of colour, texture, stripes and prints. The brand has had a good year, it showed at Milan Fashion Week for the first time, opened its first store in their native fashion capital and have just been bought in by net-a-porter (they were already stocked at mytheresa, yoox and luisaviaroma) .
Founder, Rimini-born Giorgetti, bore the brand out of music and a desire to create something strong, joyful and colourful when the mood was bleak during the financial crisis. He has no formal fashion education, previously working as a DJ and consulting for various fashion labels and creating small denim collections. Originally MSGM was a bold menswear brand full of fluoro pieces, in the first collection there were five womenswear items – they were the ones that sold. Turned out bold prints were preferred by ladies – men folllowed suit three years later.
Contemporary labels are your “in between brands”, that fill the gap between the high street and fashion houses, in most instances we know these as diffusion lines – Marc by Marc Jacobs, Michael by Michael Kors, Etoile by Isabel Marant etc. MSGM has found a perfect spot for itself amongst other independent contemporary labels such as Kenzo and Acne. MSGM offers extensive collections with a broad price range, entry level prices starting at €50/ £40 and escalate to $600/£500. The brand can keep prices low by using digital printing techniques (a technique more traditional designerS shun), the affect is one of intricate design, creative freedom, exclusive patterns at a comparatively minimal cost.