MSGM Fall-Winter 2024 - Milan Fashion Week

MSGM Fall/Winter 2024 – Milan Fashion Week

MSGM Fall/Winter 2024 challenges the ladylike trend with a Gen Z perspective. It blends rebellion against the past with nostalgic touches, resulting in a playful and unique collection.
February 26, 2024

Massimo Giorgetti takes a different approach to the ladylike trend dominating Milan Fashion Week, channeling Gen Z’s perspective. “There’s a kind of anger from the new generation,” he explains, reworking classic pieces like lunch suits and camel coats with a rebellious edge.


Think industrial zippers, vibrant colors, studs, and glossy finishes, a subtle nod to the popular “Feud: Capote vs. The Swans” series. Sleeve labels on Bar jackets and silk shifts featuring Belgian artist Jan De Vliegher’s paintings add a touch of irony and vintage charm.

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The MSGM Fall/Winter 2024 collection isn’t solely focused on subversion. Furry-fronted white jeans, brocade coats, and polka-dot prints offer a playful take on traditional elegance. Chunky boots and mary janes complete the looks, emphasizing the “two generations put together” theme, evident in the casting of veteran models alongside younger faces.

Giorgetti draws inspiration from the classic WASP-y aesthetic, referencing designers like Oscar de la Renta. However, his focus is on a new generation of women, “stealing the wardrobe” of their mothers. He disrupts classic tailoring with zippers and studs, transforms bar jackets with double lapels and fluoro trims, and adds punk flair to short brocade dresses.

While some pieces like cashmere coats and silk cocktail dresses remain relatively unchanged, the overall vibe is distinctly playful. “The current generation harbors a little bit of anger against the generations before them,” he says, “but at the same time also carries a form of nostalgia.” This push and pull is highlighted in the De Vliegher prints, blurring the lines between past and present.

Read more: MSGM Fall/Winter 2024 – Milan Fashion Week Men’s

©Photo: MSGM