22 September 2024 |
Freshly showered from a long, basking day at the beach, you choose an outfit that feels equal parts elevated and relaxed, heading off to your reservation at an ocean view restaurant coloured by the setting sun. This is the vision conjured by Massimo Giorgetti’s MSGM SS25 offering, aptly titled ‘Blue Horizon,’ showcased at a presentation in Milan yesterday (September 17). Bouncing off the idea of architecture and design as a lifestyle language, the founder and creative director drew from the geometric shapes of his own seaside house in Zoagli as well as Irish architect Eileen Gray’s villa in Roquebrune-Cap-Martin.
Basing outfits on primary tones like blue, red and yellow, the pieces have been enriched with summertime shades like coral, turquoise and sand. Silhouettes speak to the seaside inspiration, with curved lines popping up across prints and hemlines as a nod to the flow of the ocean. Watercolour flowers painted by Milanese artist Luca De Gaetano are sprayed across lightweight shirt-sets and relaxed minis. Mesh is sprinkled throughout, adding an air of youth and sexiness.
Accompanied by an assortment of imagery designed by architecture and design maestros Fosbury Archictecture, the narrative evoked by the pieces is given a colour and warmth. Intending to champion the idea of the Mediterranean as a concept rather than just a location, MSGM’s vision for the incoming season makes you yearn for summer once again.
Photography courtesy of MSGM.
