MSGM: Ready-To-Wear AW24

For AW24, MSGM founder and creative director Massimo Giorgetti embraced freedom and femininity inspired by American screenwriter Truman Capote’s ‘swans’ – the elite, filthy rich women who were some of his best friends. Conveying how young women today are moving away from gender norms, the 43-look offering focused heavily on the creativity they bring to the table. 

There was a playfulness that could be felt throughout with the use of either patterns or contrasting materials. Polka dots appeared sporadically throughout, between occasional pops of florals or checkers. Elsewhere, the work of Belgian artist Jan De Vliegher was transferred onto dresses, skirts and a show stopping two-piece. The colour palette was rather animated, playing with both muted shades and brighter colours to make the collection feel fresh and contemporary.

Shiny, patent leather was interspersed with lace, wool and faux fur, while silhouettes bounced between boxy and slinky, paying homage to the varying forms a feminine energy can take. Bags were given geometric and modern shapes whilst the shoes oscillated between chunky, Mary Jane-like shapes and sleeker heels adorned with thick buckles or zips. An ode to opulence and beauty, it was another great showcase of Italian design.

Photography courtesy of MSGM.

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