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Massimo Giorgetti, a true seaside creature (he was born and raised in Rimini, a popular Italian seaside resort on the Adriatic coast), was recently under the spell of life in the mountains: “At my green age of 44, after a life spent in a swimsuit on the beach, I must admit that I fell in love with the alpine landscapes and the high altitudes – and the lives of famous climbers, ”he said of Zoom. “They were men as adventurous as they were handsome – which is always a good combination.”
Having recently spent a lot of restorative time traversing the valleys of northern Italy, Giorgetti has been completely struck by their beauty. “Mountains speak of loneliness, oxygen, breath – their energy is so powerful,” he said to himself. In the MSGM men’s collection, he wanted to convey the powerful sensation of experiencing such naturalistic fullness.
“Vertigine” (the Italian translation of Vertigo) was the title of the collection, a word that captures the feeling of vertigo that high altitudes can induce; but it was also chosen by Giorgetti as a metaphor for what we experienced in our quarantine conditions – a disturbing feeling of being lost, almost to the point of losing balance. While naturally blessed with copious doses of optimism, Giorgetti acknowledged that times are tough and #pandemicfatigue is taking its toll. But being able to escape even briefly to her beloved mountains has proven to be an energizing antidote – part an adrenaline rush, part a calm soul-searching.
The collection riffed on the winter sports repertoire, slaloming between high-performance techno equipment and retro-tinted sophistication. The heritage returns were fueled by the energetic streetwear punch of MSGM and scented with an underground rave vibe of the 90s. Short tweed jumpsuits with a vintage St. Moritz feel were worn under oversized hoodies in lysergic colors. ; 1930s luxury ski resort postcards have been twisted into enlarged prints. Denim pants and anoraks were laser etched with the contours of the Mont-Blanc silhouette – they looked cool paired with boxy XXXL shirts in vibrant colors, printed with abstract patterns mimicking rock textures and icy reflections. glaciers.
The vibe of the collection conveyed more suggestive images of a cool trippy rave in the mountains than a healthy snowboard picnic in the Swiss Alps. The sensation was heightened by the electronic soundtrack of the video released online presented today during Milan Men’s Fashion Week – a thrilling, octane-filled affair composed and performed by Italian artist Nico Vascellari and his band Niños du Brasil.
When asked to develop the creative concept behind the video, which featured models haphazardly walking under a snowstorm (possibly a promising future storyline after boys were locked on their way to an undisclosed party location in mountains?), Giorgetti said that this season he has given up on artistic collaborations that have often been part of his fashion practice: “I wanted something normal. Honest. Easy. The experimentation is good and good. But nothing can beat a good, old-fashioned, no-frills fashion show, ”he said. “Even in the snow would do.”
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