MSGM A/W 2018

Mood board: Massimo Giorgetti isn’t a designer with a highfalutin, high-definition agenda for men’s clothing. As the label approaches its tenth year, the designer chose to recall the daring innocence and beauty of youth for his A/W 2018 show. The perky collection was modelled by a group of handsome undergraduates and staged at the Università Statale. The clothes continued a running leitmotif for the season centred around a teenage revolt; both Dondup and Tommy Hilfiger also riffed off a varsity theme. The boys descended the staircase in the window-lined hall wearing clothes that blended bookish sportswear with grown-up tailoring. 

Best in show: puffer jackets and tailored coats were spliced with college patches. Graffiti tags found in schools and colleges across Milan were splashed across tees and used as embroidered badges on workwear. There were new propositions for tracksuits: one in bubble-gum pink jumbo-cord and a silk shirt tucked into a stonewashed, elasticated denim jogger (part of the brand's jean collection) It was A-grade collegiate casual.

Team work: the brand first collaborated with the American accessories giant Eastpak in 2014. As part of the fourth edition of Eastpak Artist Studio, Giorgetti designed an embellished white sequin backpack, depicting a young girl applying make-up. He has a preoccupation with dewy joie de vivre and energetic elegance. For A/W 2018, classic Eastpak bumbags and hold-alls are embroidered, others are made in a graffiti floral print.