MSGM by the former DJ Massimo Giorgetti is, above all, a young brand. It is a unique label with a strong component of energy, optimism, positivity and joy. Discover below the story behind the light fashion brand.More
Founder of the brand
Massimo Giorgetti was born in 1987 in Remini, Italy. He grew up in San Mauro Pascoli, near Rimini, between his parents' embroidery workshop and his uncle's textile laboratory.
Massimo Giorgetti is one of the few "young" Italian independent designers to have the wind in his sails, and he is relatively unaffected by the vicissitudes of the market.
He is at the head of his own brand MSGM since 2008, already implemented in many stores around the world. Massimo Giorgetti is appreciated for his vibrant collections blowing every year a fresh wind at Milan fashion week.
Eternally optimistic in his designs, Massimo Giorgetti has been infusing the dynamism of Italian youth into his collections since he launched his ready to wear brand MSGM for men and women.
DNA of the brand
On the one hand, Yves Saint Laurent, Coco Chanel and Walter Albini inspired his designs. On the other hand, Graphic prints, colors and casual sportswear represented the DNA of his brand. MSGM targets mainly the millennials who express themselves with such creative ways.
Moreover, the brand has grown in a stable and solid way; consolidated by the business partners and the investment fund Style Capital. Besides, thanks to an innate ability to intercept the trends of the moment, this brand has achieved national and international success in a short time.
The brand has its own identity. It can be defined by four principles, namely: entrepreneurship, passion for fashion, interest for indie music and contemporary art.
Style of MSGM
MSGM is successful thanks to its young, fresh, positive yet energetic style with a very simple but precise identity. In addition, the street wear spirit is an authentic signature of the brand, but also a card for the future. Even before street style trends were established.
Expansion of the brand
MSGM started from the beginning mainly with casual clothes, street sweater, jeans, t-shirts, men's shirts, jersey, tie and dye…etc.
The first 2010 Spring Summer collection was highly acclaimed by the public and the international media. It was considered one of the best emerging collections of the year. As a result, MSGM is now available not only in Italy, especially in Milan, Rome and Florence, but also worldwide.
MSGM holds more than 40 fashion boutiques worldwide and is distributed through 600 multi-brands. Europe accounts 45% of its sales, Asia 30%, America 10% and the rest of the world 15%.
What is MSGM known for?
Originally, MSGM's ambition is to mix tradition with a sense of independence and revolution of the Gen Z. It combines a harmonious mix of classic and modern clothes.
MSGM was indeed the first brand in Italy to introduce a vision of fashion mixing street wear with more feminine elements. The colors, the cuts, the details, the shapes... are all derived from art and music, but also from the Italian spirit.
Nevertheless, if sportswear and street wear may have occupied the forefront at one point, eclecticism has always been at the heart of MSGM.
Who owns the brand?
The Italian label was founded with the support of Manifattura Paoloni. This latter produces all MSGM’s collections. The brand welcomed the Italian fund Style Capital to its capital in 2018 for 32% (Paoloni holds 49% and Massimo Giorgetti 19%). It had received revenues estimated to €51 million, in 2017.
In 2010, Massimo Giorgetti was awarded by Vogue Italy as best creative director. The same year his brand MSGM was the winner of the year by "Who's on next", a contest sponsored by the above-mentioned magazine. Today, the brand continues to distinguish itself, both for its young and motivated team and for its strong ability to capture trends, also.