MSGM A/W 2019 Milan Fashion Week Men's

Group of models, 3 looking away and one looking directly at the camera with a cap on.

MSGM A/W 2019. Photography: Jason Lloyd-Evans

(Image credit: Jason Lloyd-Evans)

last updated 20 July 2022

Mood board: The M.O. at MSGM is fast paced – racing towards a bright, pop future. Its founder Massimo Giorgetti has a penchant for speed. Last season guests were sent water-bottles ahead of the show, held on a volleyball court to introduce sporting separates as a key theme for the brand. This season the invitation was a baseball cap with the word ‘Turbo’ embroidered onto it and a quote from former race car driver Mario Andretti: ‘If you have everything under control, you are not going fast enough.’ These are jubilant clothes for buzzy city bees.

Sound bite: Motor racing culture met with an Italian post-punk line. Cotton jackets had allover flame prints. Washed denim cargo pants were cut wide influenced by pit crew uniforms. Motorsport newspaper stories were printed onto striped shirts and a smart camel coat. ‘MSGM is evolving. Speed has always been at our heart, the fast passion of life. What do we do as we grow? We go faster,’ Giorgetti said. Backstage the mood board included close ups of car headlights, black and white photographs of cars in motion and energetic scenes from 1980s Japanese football cartoon Holly & Benji. These appeared as a jacquard on a half-zip pullover and a classic trench.

Finishing touches: The renowned Italian sportswear brand Fila’s 1992 Silva trainer has been MSGM-ed for Autumn/Winter 2019. K-way jackets came in crunchy, 90s-rave brights. Double-breasted wool blazers were boxy. A faded denim jacket was worn with matching denim trousers with the word ‘proibito’ printed on the fly. The clothes spoke about our pace of life; the need for speed to keep up with this crazy world. The words ‘Eur-Hope’ was emblazoned on knitwear. A message to us all.

Three models posing looking at the camera, and the back of someone to the right

A group of models in white/grey clothing looking at the camera

A line of male models in red/black clothing

A side on view of people in a queue, mainly blue clothing on show

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Milan Spain

London based writer Dal Chodha is editor-in-chief of Archivist Addendum — a publishing project that explores the gap between fashion editorial and academe. He writes for various international titles and journals on fashion, art and culture and is a contributing editor at Wallpaper*. Chodha has been working in academic institutions for more than a decade and is Stage 1 Leader of the BA Fashion Communication and Promotion course at Central Saint Martins. In 2020 he published his first book SHOW NOTES, an original hybrid of journalism, poetry and provocation.