NOT SOCIAL: At a time when designers are re-examining the traditional show format in order to generate immediate engagement with consumers, MSGM creative director Massimo Giorgetti is going his own way.

This story first appeared in the February 16, 2016 issue of WWD. Subscribe Today.

This season Giorgetti will ask press and buyers attending his women’s runway show on Feb. 28 during Milan Fashion Week to not post images on social networks. “Put back your phone and enjoy the show,” says the invite the brand is about to send out.

“I also promise to not post images of the show until the summer, when the collection will start hitting stores,” Giorgetti said. “It’s been hard to make this decision but I really don’t understand anymore how social media are actually influencing this business. I think that by posting all those images with fittings, castings, etc. — which for us are familiar things, — we are really making feel customers confused. They don’t actually really know how this world works. I’m totally confused… A few days ago I was at La Rinascente [Milan’s department store] and I saw a dress in the MSGM corner which I’ve never seen on social media or in editorials and I realized I had totally forgotten about that…I mean, I designed that. This shouldn’t happen.”

Giorgetti also said his decision might not be permanent. “I think it’s the right moment to take a step back from overexposure. It’s the moment to support more retailers, online stores and print publications. If everything is out there immediately, people lose interest and everything looks so old in a second. In addition, I think that asking press and buyers to not post from the show, they might watch the clothes with their eyes not through a screen, which is something good.”

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