THE MIDNIGHT HOUR: Milan-based contemporary label MSGM is preparing to launch its first women’s capsule collection dedicated to special occasions and after-dark events.
Called “MSGM p.m.,” the season-less collection includes about 50 pieces meant to fuse the brand’s feminine attitude infused with a playful and ironic sensibility.
“The goal was to create a no-season collection that would work for different kinds of occasions, from a cocktail to a special event, all year round,” said MSGM founder and creative director Massimo Giorgetti.
“Also, I wanted to bring back some of the codes I developed in my first collections for the brand, which is now more focused on a streetwear-oriented aesthetic.”
Giorgetti reworked some of MSGM’s themes of past collections: He designed a duchesse bustier dress featuring an acid floral print, and asymmetrical ruching, as well as tulle frocks with plunging necklines and embroidered trousers in destroyed denim. The range also includes fluid dresses with big asymmetrical ruching, lace blouses and a one-shoulder sweatshirt with a ruffle embroidered with crystals.
The “MSGM p.m.” collection, which will be sold from the Riccardo Grassi showroom in Milan from Nov. 27, will hit stores in April.
“We decided to keep the distribution quite tight and to give the priority to our best retail partners,” Giorgetti said, adding that the price range will be “more affordable than the main collection, in order to reflect the contemporary positioning of the brand at its start.”
MSGM currently operates seven boutiques in the world, including units in Milan, Tokyo, Dubai, Hong Kong and Singapore.