Scene setting: The brand presented its A/W 2018 collection in a circular ballroom of the Piazza San Fedele. Guests were seated in concentric circles which evoked the patterning of the ceiling above, and as the show started the models weaved around the space in a curving formation.
Mood board: Last week saw the opening of ‘Italiana: Italy Through the Lens of Fashion 1971–2001’, an exhibition at the Palazzo Reale celebrating Milanese fashion. The city is in the mood to celebrate its history, and for A/W 2018, MSGM Massimo Giorgetti was too. Foulard silk scarves (which are becoming an accessories signature of the season) and shirts were emblazoned with ‘Milano’ slogans, while the back of fur coats also boasted the phrase ‘Milano! Milano! Milano!’. Elsewhere football scarves and mohair jumpers featured the names of famous landmarks of the city, like Bar Basso, the birthplace of the Negroni, and a famed fashion week haunt.
Best in show: Amongst the retro sportswear, denim and patent tailoring, those foulard silk pieces were a real standout (they also popped up on the Ferragamo and Cavalli runways). Colourful and eye-catching, shirts and full skirts came with chain link motifs and feline forms, but most alluring were the typographic slogan styles that nodded to Italian futurism.
