Raving in a snowstorm: Such an exciting 1990s-inspired dream. To present his latest men’s collection, Massimo Giorgetti took over a TV studio just outside Milan to record a runway show with models walking in an artificial blizzard to a trippy electronic soundtrack by Nico Vascellari and Niños Du Brasil.
After experimenting with presentation formats, spanning from fashion films and more conceptual interviews, Giorgetti wanted to go back to delivering the emotion of the catwalk, even if without an audience. “This season, I really felt this need for something normal and more traditional, which actually also reflects in the clothes,” said the designer. “I believe we all tried a bit too hard to raise the bar of coolness and now I just want to deliver clothes that young men want to wear.”
If Giorgetti kept it uncomplicated and straightforward in terms of volumes and silhouettes, he added cool and energy by translating a mountaineering inspiration.
While he and his team deep-dived into books about late legendary mountain climber Walter Bonatti and found inspiration for some of the graphics in 1930s posters of popular mountain resorts, there was nothing nostalgic and too literal in the collection, focused on elevated casualwear with an outdoorsy touch.
Distressed knits in pastels, baggy technical pants and raving trousers, color-blocked and padded parkas, tie-dye sweaters and loose short pants, crafted for suiting fabrics but rendered in acid colors, were street-ready staples to mix and match. In keeping with the main inspiration, the peak of Mont Blanc was etched via a sustainable laser technique on a denim jacket worn with coordinated pants, while a range of MSGM’s signature cotton bowling shirts were splashed with tourist posters dedicated to Saint Moritz, Courmayeur and Cervinia.
Titling the collection “Vertigo,” Giorgetti not only referred to mountain heights, but also a more subliminal state of unsettlement, very connected to psychedelics, referenced for example via an orange and green pattern offering a trippy take on foliage.
Bucket hats developed in collaboration with Kangol and revisited hiking boots created in collaboration with outdoor footwear specialist Scarpa were the essential accessories to rave under the snow.