MSGM drops exclusive capsule with milanese pastry shop Cucchi


After two previous collaborations – AH18 women’s collection and Design Week 2019 with Cristina Celestino’s “Caffè Concerto Cucchi” – MSGM and the famous Milanese pastry shop Cucchi have reunited again for a new capsule for the holiday season.

The two partners chose to pay tribute to Cucchi’s signature panettone, wrapped in a special package for the occasion – panettone is the iconic Italian dessert popular during the holiday season. Made with flour, eggs, butter (lots of butter!), sugar, candied fruit and raisins, the brioche was created in the Middle Ages in Milan during the reign of Duke Ludovico Sforza.

Alongside the exclusive packaging of the brioche, MSGM and Cucchi have also created a range of clothing, adorned with the statement “Cucchi, amo“. This is a nod to the name of the Milanese pastry, but also a pun playing on words since “amo” is an abbreviation of “amore” (love, in English) while “cucchiamo“, in Italian slang, means “to flirt together“.

In this new project, MSGM has shifted its attention to something essential that occurs every day in cafés… meetings and encounters,” says Massimo Giorgetti, founder and creative director of MSGM.

This is a good example of synergistic collaboration because we bring our history and the name of a place of reference for the city of Milan, while MSGM offers us the opportunity to reach a world that we would not have been able to enter without a prestigious partner,” completes Laura Cucchi, the third generation of the founding family of the pastry shop.

The clothing line includes sweatshirts, t-shirts and a baseball cap, as well as limited edition lifestyle products featuring the logos of the two partners, such as an espresso cup and saucer, and a pocket tray.

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The MSGM x Cucchi capsule collection is already available on

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