Once the audience got over the shock of the – gasp – no social media rule, designer Massimo Giorgetti showed a collection that was intended to let his creativity run free, designed to make people stop, look and smile. And he succeeded.
They said: “Just clothes. Enjoy!”
Our verdict: Massimo Giorgetti didn’t want us to overthink his AW16 collection today, and unlike other designers fighting for column inches, he didn’t want it spread over social media either. Upon entering the show space we were once again reminded that Instagramming, Facebooking, tweeting and everything else in between was banned, and what a joy it was. For the first time this season the audience sat back and looked – really looked – at the collection as it came down a runway devoid of any phone screens. And you know what? It was refreshing and it was fun. And that was exactly what Giorgetti wanted. MSGM as a brand and Giorgetti as a designer has always had a free spirit and a nonconformist attitude, something that is sorely lacking from other areas of the fashion landscape. His sunny winter collection – loud, bright and decorated with polka dots and blooming florals – did exactly what it said on the tin. Taking the collection back to the roots of the brand, from some of the original motifs to the industrial metal runway of early shows, Giorgetti reminded us of MSGM’s evolution, and of how quickly it has gained the status of one of the most exciting new brands in Milan. Elsewhere there were crushed velvet boots, mismatching prints, chunky bomber jackets and floaty dresses over stripy shirts worn with bovver boots. Just as the designer requested, we enjoyed it all.
The audience said: