MSGM Is Riding a Graphic Wave for Spring 2025

Massimo Giorgetti has an eye for all things graphic: white seaside houses demarcated with navy stripes; a puffy red Vitra chair with the backrest cinched by a grosgrain belt, corset-style, and wave motifs – the groovier the better.

All of the above were referenced in his punchy spring women’s collection for MSGM, presented in the brand’s new headquarters, where a chartreuse duct system – an artwork by Eva and Franco Mattes – wends its way throughout the building mysteriously.

Taking a pause from the runway – MSGM plans to return with coed shows next January – Giorgetti displayed key spring looks on mannequins stood amongst a wavy pathway flanked by neat mounds of blue stones, which scattered when influencers started influencing and staged group selfies that spilled into the decor.

“We are trying to do less and better,” the designer said during a walk-through of the collection, which opened with cotton shirts cinched with wide elastics like that Vitra chair, and quickly moved on to other graphic and optical treatments: camp shirts dangling silver-dollar sized paillettes, column dresses in undulating bands of black and white, and cotton shirt dresses with twisted waist treatments.

“The clothes are really for a beautiful day during the summer,” he said. “I wanted to do something light, effortless and simple in this complicated period.”

Giorgetti mined the seaside theme in his recent resort collections, and he clearly still has a lot to say with stripes and primary colors.

Branching out in a more pastoral direction, he conscripted Milanese artist Luca De Gaetano to paint garden scenes that came off as Monet-esque on shirts and skirts in a fabric reminiscent of grandma’s curtains.