The next step of Msgm

A new course featuring a decisive return to communication. Starting with the decision to walk the runway with menswear in Milan after two years of absence from the catwalks, passing through two events between late May and early June in the capital of Lombardy. Msgm is preparing for two very busy months. As anticipated to MFF, the 50-million-turnover label, whose Creative director is Massimo Giorgetti and which is participated by Style Capital and Manifattura Paoloni in addition to the designer himself, will run the menswear show on saturday, June 18, at Milano moda uomo. A choice also due to the increasing weight of menswear on its overall revenues —about 20%— and to an evolution of the brand's consumer, who is more focused on the tailoring aspect.

 On May 26, it will be the turn of the MSGM Lavanderia event, organized with Burro Studio, while during Salone del Mobile the label will introduce a customized electric scooter with a still top-secret company. «My goal is creating emotions» Giorgetti himself pointed out in this interview with MFF.

We have been witnessing a nice comeback in terms of communication with the return of the menswear show as its first step...
We are coming back to the catwalks and believing in menswear. These two years of covid-19 forced us to a stop that led us to experiment with new ways of communicating that I really enjoyed. I concluded, though, that I missed the show and all its facets...The runway show creates so much energy and connections that a digital project of any size cannot reproduce.

Digital projects are also risky...
Sure, they can succeed very well but it is difficult to create empathy, which is particularly important for Msgm and which also represents me.

 
How much does menswear weigh on the overall turnover?
It starts to account for 10 million euros out of a 50 million euros turnover, which means about 20% of the total, and it is a business that keeps growing.

How are revenues doing?
In 2020 we lost about 20%, but we regained it already in 2021. I expect 2022 to reconfirm revenues.

What does the city of Milan represent for you?
It is now my city, my home, the place where Msgm was born and raised. It was no coincidence that in 2009, when I was still living in Rimini, I added the word Milan next to my brand’s name. I am also coming back to run a menswear show in a city that has changed and is constantly changing. We have not yet found a location. I am very difficult in choosing and I hope to find one with a special meaning. I would not mind running a show in Nolo, although it is very complicated, because it is the district that in my opinion best represents Milan’s young and creative side.

Is it a new Msgm?
It is an MSGM that has remained young and carefree but more adult and aware at the same time. I am very attached to the brand's dna, linked to music and art, street culture and young people.

How has your approach changed over the years?
I no longer feel like a boy, more like an adult boy. Still not yet a man. Obviously, I have changed and have different tastes that are reflected in the new Msgm. We are also more organized in terms of producing our collections. Every choice is made with instinct but also with more awareness.

Will you also go back to doing satellite communication events?
We are organizing a very nice event at the end of May, Msgm Lavanderia in the center of Milan. A one-day pop-up, in collaboration with Burro Studio. Then for the Salone del Mobile we will present an electric scooter.

Will there be anything new in terms of products?
There will be no new categories, we have focused on what we do well. Our male customers are extremely interested in Italian tailoring. The last two collections have seen a boom in formal clothes after the streetwear tsunami. It is becoming a business, and it was a pleasant surprise for my partners as well. For womenswear, it has already been like this for two/three years. Tailoring will therefore be much more developed in the collection. Almost everything in menswear is made in the Marche region, which is also an important aspect of sustainability.

Are you scared for this comeback?
No fear, in fact I am looking forward to it. I was more afraid of the digital projects. In the end, fashion is very traditionalist and always lives by the same rules.

But is it fashion or is it the people who look at fashion?
It is fashion responding to people's needs. People eventually like to see fashion shows and the looks worn...

What do you think about the metaverse?
It could have very interesting developments for fashion, so I am observing and studying it. I am learning about it but I prefer emotions and real relationships. Before entering the metaverse I think fashion should study YouTube or TikTok more. As of the metaverse, I am more intrigued by the avatar and gaming parts.

Have you changed anything in the company in terms of production and flow, as well as the supply chain?
There is a lot more organization between Milan, where there are about 30 of us, and Marche, where there are 70 of us.

Can you take stock of these four years with Style Capital?
The comparison is still beautiful and constructive. More than a fund or a brand, we are a unique company and, at a time like the pandemic, having had our backs covered has been important. No one was fired and I felt protected.

Where do you want to take Msgm?
My goal is for it to always make people excited. I leave the turnover to my partners.

Looking at fashion, what makes you excited?
New realities, especially the beautiful ones. Another thing that makes me excited is this new moment in Milan. Finally, after ten years, new talents and projects are coming out and this is incredibly positive.

Who, for example?
Andrea Adamo, Marco Rambaldi, Blumarine with Nicola Brognano, Antonio Tarantini, Christian Boaro. These are all people I know, close to me, some I have even collaborated with. It is good to see that there is this new energy pulsing. Just like it is good to see big brands in complete shape such as Prada and Versace or the Fendace phenomenon... However also stylists, such as Lorenzo Posocco, Simone Furlan, Ramona Tabita...

What is the secret to standing out?
It is having very clear ideas and accepting only the right compromises, as well as making sacrifices and loving work. The apprenticeship never ends.

Does it feel strange to talk about partners for a brand you created?
Yes, but it also makes me realize that I have created a big and beautiful family over the years. (All rights reserved)