It was a Grand Finale the event that closed the projects launched last November by Massimo Giorgetti, Founder and Creative Director of MSGM who, in the role of Mentor, guided Fashion Design Master’s students of Istituto Marangoni Milano • The School of Fashion in the development of two capsule collections inspired by the brand heritage and by the identity of its founder, contributing to young talents’ professional and personal growth.

During the past months Istituto Marangoni young creatives had the opportunity to dialogue personally with Giorgetti on two projects designed by the Creative Director: “Genderfluo Fashion” and “Pensavo Fosse Amore Invece Era Milano”. It was a unique occasion to deepen the brand DNA and enrich their own creative vision.

The first capsule, inspired by the topic of the first Masterclass “Genderfluo Fashion”, invited the students to reflect on two issues dear to Massimo: the importance of the use of colour and the gender fluidity.

Not only a brief but an actual challenge, which pushed young creatives outside their comfort zone to embrace vibrant and bold colors characterizing the street yet contemporary aesthetics of MSGM. 

Massimo chose four capsules as the most deserving for this first topic, outcome of the work of Assia Pesenti, Luca Gualeni, Lavinia De Alessandri and Laura Vaccarella. 

Assia created a capsule entitled "MSGM Family", result of an iconographic research between hyper-realistic photographs and shots of her past that aim to show the beauty of everyday life and that laid the foundations of six magazines on which the collection develops. Garments unleash themselves in each issue that, going beyond fashion, tells stories of real life and puts people and their identity at the centre.

Then Luca developed the project entitled "Flow-rida", which plays with the cultural context of the eclectic city of Miami and transposes in a chromatic and aesthetic key the artistic and musical landscape of the American city.

On her part, Lavinia presented to Massimo the capsule "Dress to Feel" and focused on the power that the clothes have on self-perception, studying prints and quotes that best express the concept of the collection.

Finally Laura, with her project "Last Seen Raving" imagined an MSGM planet set in 3022 populated by ravers, fluid humans wearing the garments of the collection full of colours and fluorescent prints.

The fil rouge of the second series of Masterclass and the inspiration theme of the capsule was "Pensavo Fosse Amore Invece Era Milano", among the main quotes of MSGM that tells about the love and the bond of Massimo for the city of Milan. In this case the young talents were invited to explore the creative and aesthetic references of MSGM in relation to the places, faces and culture of the city filtered by the eyes of Massimo to give life to different collections with prints and patterns marked by a strong urban contamination.

Among all the projects the collection of Viridiana Carota stood out, considered by Massimo the best one.

"Romanzo Milanese": this is the title of Viridiana’s collection, inspired by the city nightlife, by cocktail bars, by the Campari universe and, going beyond, also by art, music and entertainment, combined with the style and colours of MSGM

The five best students, chosen by Massimo together with the Academic Commission of Istituto Marangoni, received a signed copy of the book "MSGM 10! The (in)complete Brand Anthology" which, through an instinctive and unconventional flow, celebrates and traces the story of the brand in its first 10 years. Giorgetti finally decided to reward the two most distinctive projects made by Assia and Viridiana with an MSGM Experience consisting in working alongside Massimo and the MSGM Team in the behind the scenes of the Men Spring Summer 2023 fashion show that will take place next June: a unique opportunity that will enrich not only the academic experience but also the life of our young talents.