by Stephen Garner
Massimo Giorgetti

Italian luxury fashion brand MSGM will celebrate its 10-year anniversary with a special runway show at Pitti Uomo in June. Founded by Massimo Giorgetti in 2009, MSGM returns to Florence to stage its spring/summer 2020 show on Thursday, June 13.

“Six years ago, amid neon lights, skaters and music by Nirvana and The Cardigans, Massimo Giorgetti was one of the first protagonists of Pitti Italics, the program created to promote the new wave of Italian fashion designers who had already achieved international recognition,” said Lapo Cianchi, director of communications and events of Pitti Immagine. “We truly enjoyed that happy tale capturing the atmosphere of Romagna locales which have gone on to become a global reference. Now MSGM is celebrating its tenth anniversary and once more we are pleased to open the doors of Pitti Uomo to a brand that in the meantime has established a precise stylistic identity – a mix between the Italian sartorial tradition and rhythms of the new millennium – and has become a solid entrepreneurial entity with plans for further expansion. Welcome back Massimo!”

“I am very happy to be returning to Pitti Immagine with the MSGM men’s collection that we officially presented in 2013 with an event held in Florence,” said Giorgetti. “It was the first time an international audience was introduced to MSGM and today it is very important for me to once again be the guest of this event and this city with the first of our activities to celebrate 10 years of the brand.”

In 2009, in partnership with Paoloni Group, Giorgetti founded the MSGM brand, a label that immediately became synonymous of great commercial and press success, which has in its DNA a great design tradition, blending with the new millennium’s hallmark desire for revolution. In 2010, Massimo Giorgetti was listed as one of the best discoveries in the competition “Who’s on Next”, sponsored by Vogue Italia.

In Milan in 2013, he opened his first MSGM mono-brand boutique, after which London, Tokyo, Hong Kong, Dubai, Singapore, Macau, Beijing, Seoul were to follow throughout the years. In these years he developed collaboration between art and fashion, with artists such as Maurizio Cattelan, Pierpaolo Ferrari, Nico Vascellari, Henry Hussey and the international art magazine Flash Art.

In 2015, he was appointed creative director of the brand Emilio Pucci a role that, by mutual agreement with the Pucci maison, he left in April 2017 having decided to return to focus 100 percent on his brand MSGM that was foreseeing great growth and a strong international development.

In February 2018, the private equity fund Style Capital signs an investment agreement to take over a share of MSGM Srl, to support the international business development of the brand. With the new organization, Giorgetti kept the role of artistic and creative director of the brand.

Pitti Uomo 96 will take place June 11-14 in Florence.