MSGM Underwear
by Stephen Garner

Italian luxury fashion brand MSGM has unveiled its first-ever underwear collection, for both men and women.

Completely Made in Italy and designed to fit the lifestyle of the brand’s young and cool customers, the new category expresses a sexy and sporty attitude with the use of fresh and sophisticated materials.

Across the range, graphic and cheeky elements like the MSGM logo on elasticated bands, the iconic ‘MSGM! MSGM! MSGM!’ lettering, and the irreverent ‘PROIBITO’ (FORBIDDEN) embroidery on jacquard labels are sewn onto the pieces.

MSGM Underwear

Styles for men will include cotton briefs and striped boxers in pink and light blue, while styles for women will include cotton and lycra fabrics with clean, essential cuts and a black and white palette.

The line will be further expanded for next season when MSGM is also set to present a new activewear project.

With regards to its international distribution, the first collection of the underwear line will maintain a focus on MSGM’s 30 standalone stores, as well as its online e-commerce shop. The brand will soon present the product for the first-time to its wholesale distribution network, now counting more than 600 multi-brand stores worldwide.

The full range of the line will be available in stores from July 2019.