Words by Nicole Atieno

Here & Now: Massimo Giorgetti on the Spirit of MSGM

For Spring/Summer 2026, MSGM revisits its heritage while staying rooted in the present, translating memories and observations into clothes made for today. Stripes, polka dots, checks, sequins, chiffon, denim, and eco-leather come together in a playful yet refined grammar of femininity, freshness, and positivity. Presented during Milano Fashion Week in MSGM’s Brera “temple” that spilled into the streets as a spontaneous block party, the show celebrated immediacy, community, and the joy of fashion lived in the moment. After the presentation, we had a chance to sit down with Massimo Giorgetti, MSGM’s creative director and founder, to talk about the inspirations behind the collection.

Nicole Atieno: What was the inspiration for this collection?

Massimo Giorgetti: It’s very experimental. We didn’t want a typical fashion show format. Instead, we created something in between a presentation, a shooting, and an open backstage. It’s really a celebration of Milano, the city where everything started for me in 2013, when I opened the first MSGM store in Brera. Milano is always at the heart of MSGM. I moved here in 2010, and I’ve loved it ever since, the city is full of energy and life, and I translate that spirit into the collection.

The title is Here & There, and it reflects my favorite things, metallic silver, stripes, polka dots, sequins & polo-striped shirts. In this collection, you see the DNA of the brand, but also a more feminine and elevated touch, with pieces in silk and duchess satin. 

Which look sparked the thought process behind the collection?

Surprisingly, it started with something very simple: a white T-shirt with an MSGM striped shirt printed on it, which we styled with an amazing crinkled skirt in the show. From there, it evolved into other playful yet real looks like python-printed pants that was then styled with a black blazer, layered over a green long-sleeve top, a white shirt, and a micro-studded knit. It’s very layered, very alive. That sense of playfulness became the backbone of the collection.

“It’s very layered, very alive. That sense of playfulness became the backbone of the collection.”

Do you have a favorite look from the entire collection?

I keep coming back to the python-printed pants with the black blazer, layered green long sleeve, white top, and micro-studded knit. It feels so real, I can actually picture a girl on the street wearing it. It has a natural playfulness, and I love the way the layering gives it depth and personality.

Why did you decide to show the collection to the public in this way, with such an open format?

Because we wanted to bring different scenes together a bridge between a photoshoot, a backstage, a presentation, even a documentary film. Everything came together as a set, down to the colorful chairs arranged outside for the guests. MSGM has always been deeply connected to people and to moments, so it only felt natural to share the collection in this way, merging all these elements into one experience.

“Being present, Here and Now,  is what gives me the energy to create. I like to stay serene, in a “shell” mentality, to keep balance.”

The collection is titled Here & Now. What does that mean to you personally?

For me, it’s essential to stay connected with the present. I’m very curious by nature, and I believe in cultivating a healthy personal life alongside work. I like to stay serene, in a “shell” mentality, to keep balance. Yoga, running, and meditation all help me stay grounded. Being present, here and now, is what gives me the energy to create.

Credits
Courtesy of MSGM

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