To present his latest MSGM 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 the uptempo beats by Nico Vascellari and Niños Du Brasil.
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Titled ‘’Vertigine’’ (the Italian translation of Vertigo), the collection riffed on the winter sports repertoire, slaloming between high-performance techno gear and retro-tinged sophistication.
Translating a mountaineering inspiration but also inspired by the graphics in 1930s posters of popular mountain resorts, the collection was abounded with ski jackets, destructed knit jumpers, color-blocked and padded parkas, tie-dye sweaters and denim, paired with relaxed trousers, loose short pants, baggy technical pants, vintage-like t-shirts, and fleeces.
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 pieces were splashed with tourist posters dedicated to Saint Moritz, Courmayeur and Cervinia and with abstract motifs imitating the textures of rocks and the icy reflections of glaciers.
The collection was completed with bucket hats developed in collaboration with Kangol and revisited hiking boots created in collaboration with outdoor footwear specialist Scarpa.
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