It turns out that “somewhere” for Massimo Giorgetti can be anywhere.
The word that teased his presentation’s theme on the invitation, “Oh Somewhere,” actually hinted at the different approach the designer has embraced to mark the next phase of his MSGM brand, following recent changes in its ownership structure, new hires and distribution.
Giorgetti is embarking on this new journey led by his curious attitude while holding a different map in his hands — one where no boundary is traced. As he displayed his women’s resort 2027 and men’s spring 2027 collections together, not only did he highlight how he worked with a unisex mindset for the first time, but he mixed references freely, moving nimbly from English preppy to American Western, passing through Italian tailoring and textiles, tartan incursions and tie-dye prints.
In truth, the codes he condensed into this wearable collection were all familiar, but glossed with a more mature patina that signaled the commitment to product elevation Giorgetti teased in a preview with WWD ahead of Milan Men’s Fashion Week.
This was seen in a greater focus on quality materials, especially visible in the cool outerwear — which ranged from trenchcoats with inserts in regenerated leather to checkered zippered jackets with double-layered constructions; in the hybrid knitwear, and in the introduction of satin separates and fringed frocks that added a liquid counterpoint to MSGM’s go-to poplin dresses and tweed jackets.
Opting for mannequins rather than having models further blurred perceptions, showing that the brand’s suits, preppy rugby polos and striped shirts with embroidered details, as well as its charming tie-dye sweaters, can appeal to anyone.
Although it marked only a first step in Giorgetti’s new trip, the collection signaled the clarity of the designer’s intention. His destination is actually going back to the roots of his brand but with a different awareness, to express its maturity while keeping that vibrant energy and young-at-heart core that is the trademark of both the designer and his label.
