The Eyes of an Artist – Massimo Giorgetti

In this exclusive for Numéro Switzerland, we have the pleasure of interviewing Massimo Giorgetti, founder and creative director of MSGM, a brand of the contemporary fashion scene with its bold and innovative approach. 

With a style that blends bright colours and artistic influences, Giorgetti has created a unique identity for his brand, transforming it into a symbol of originality. In this conversation, we will explore his creative journey, his challenges, and the inspirations that drive his iconic collections. We will discover the world of MSGM through the eyes of an artist who continues to write the story of contemporary fashion. Welcome, Massimo! 

MDP: We can start this interview immediately with the question, what represents the Creative Director with fashion? Brand combination: How much of Massimo Giorgetti can we find in MSGM’s collections, and how much instead tells of an imaginary world of which Massimo is, romantically, the artist? 

MG: Every MSGM collection contains a part of me: my passions, my emotions, and everything that inspired me at that moment. But it is not just a personal narrative. There is an imaginary world I like to explore, a universe made up of pop culture, art, music, and references that I rework in my way. This balance between the real and the fantastic is at the core of what I do. I like to think of myself as a ‘romantic artist,’ capable of giving life to a visual and sensorial universe, where colours and shapes intertwine to create something that surpasses reality, taking the viewer into a more profound and unexpected dimension. 

MDP: This creative director-brand paradigm is a concrete partnership that has lasted for 15 years, a more than admirable achievement! In 2009, the year the brand was founded, did you ever expect this kind of statement? At the time, did you imagine MSGM as an evolution and an aesthetic with such well-defined and lucid choices, or did you believe you were confronting yourself with other imaginaries? 

MG: When I founded MSGM in 2009, I had a clear idea: to create a new fashion for a generation that wanted to feel represented. I wanted it to be democratic and inclusive, accessible in price and narrative, and capable of building a community. I never thought we would get this far. The evolution of MSGM has been a gradual journey, a response to the cultural and social changes around us. Initially, the aim was to keep MSGM young, fresh and dynamic. Today, I appeal to anyone who feels young, regardless of age. The affirmation we have achieved has exceeded my expectations. I am thrilled to see how we have managed to stay relevant, opening our minds to new ideas and inspirations, and this allows us to continue to evolve without ever losing our essence.

MDP: ’MSGM: four letters, one clear and strong message’ reads the about of the website. What, for you, is the clear and strong message of the brand? 

MG: I describe MSGM as colourful, energetic, young, and eclectic. It is music, art, pop, and fun. It has an ingenious concept but is light; it’s intellectual but doesn’t take itself too seriously; it represents the future but speaks to the now. It is a free brand. 

MDP: Happiness. Whenever you look at an MSGM collection, you are infused with feelings of lightness and carefreeness. Are these feelings in the viewer part of your goals, or are they a consequence of how naturally you incorporate Massimo’s sources of inspiration into your collections? 

MG: Happiness and carefreeness are core values for MSGM. They are not necessarily goals I impose on myself but something that comes naturally. When I work, I always try to bring positive energy, reflected in the garments’ colours, prints, and freshness. I want the wearer to feel light and free. It’s not a studied concept; it’s the result of how I see and live life, and this authenticity is reflected in MSGM and its identity. 

MDP: Your path has not been a canonical one. In 2009, you founded your brand after having life, work, and study experiences that were not necessarily related to fashion. Your previous experiences are undoubtedly part of the brand’s strength. What is your advice for young creatives today who want to make their mark in the industry? 

MG: I don’t think there are any precise formulas. To succeed today, you must have an exact and original idea and carry it forward, even if the beginnings are difficult. It is necessary to look at the world and everything around us with great curiosity and absorb all the experiences that can make you grow. This includes looking at interesting things and sometimes limiting the filters of Instagram and social media.

MDP: Vivid, eclectic and pulsating colours. Recognisable and impactful patterns. Solid choices on a stylistic level have created recognisability in the imagination that revolves around the brand. Where do your unique sources of inspiration come from? 

MG: Music, music is colour, and colour is music, rhythm, and tension. And all this is in MSGM. I love colours; they are everything to me. Since childhood, my favourite colours have been yellow, then pink and red. Colours have always been at the heart of MSGM, with neon yellow, which has been the brand’s leitmotif since 2009. Neon yellow perfectly reflects the bold attitude, the immediate, modern and captivating language, and the unstoppable and kaleidoscopic energy characterising MSGM. I also find great inspiration from what goes on around me; I like studying the people around me, the world, and sometimes myself. I firmly believe in fashion when it reflects the costume and society of the moment. 

MDP: MSGM is also the brand of unexpected and far-sighted collaborations: from Cucchi to Cattelan, Dario Argento to FILA. What does it mean to collaborate with another image or brand and thus confront yourself with other aesthetic codes? 

MG: Since the first collaboration with Toilet Paper in 2013, every season has existed with collaborations. Other codes are necessary because they allow you to see things differently, in a different way, to create new things, clothes with which you also dress your soul. Many collaborations have involved places in Milan that inspire me, such as Cucchi, Gattullo, and Bar Basso; turning these iconic places into a fashion narrative is a source of pride. 

MDP: With the printed phrase “Pensavo fosse amore invece era Milano” (“I thought it was love, but it is Milan”) printed on MSGM t-shirts, you sealed your bond with the city. At the same time, you are initially from Rimini, the coast of Romagna, to which you dedicated a beautiful exhibition last summer. How much have you infused these two worlds into your idea of ‘making fashion’, and how much have they contributed to constructing the imagery that represents you today? 

MG: I grew up between the sea and my uncles’ embroidery factories in San Mauro Pascoli. I used to get lost among the colours of Romagna: beach umbrellas, deckchairs, sea, bathing. Then, the arrival in Riccione at the end of the 1990s: the golden age of clubs, where clubbing was still culture, not just fun. It was not just entertainment. That was my training; these clubs have so much culture. From the Riviera Romagnola, I bring colour, energy, optimism, and positivity to MSGM, but above all, lightness and carefreeness. I only portrayed Milan once I fell in love with it; it is a welcoming city that welcomes you for who you are. I see many analogies and similarities between Rimini and Riccione, where I grew up. I find it democratic, open, and capable of giving so much in terms of connections. Milan also represents culture, art, design, and my other passions that inspire the MSGM collections. 

MDP: For what can be anticipated? What are the plans for yourself and the brand? 

And above all, what do you expect from the future? 

MG: MSGM will increasingly become an all-around lifestyle brand for the vases created with Venini or the carpets made with the Franco Albini Foundation. Among future projects, I would like to introduce underwear again and work on a licence for glasses. 

In conclusion, Massimo Giorgetti offered us a deep insight into his creative world, revealing his work’s strong connection with colours and emotions. His Romagna, with its vibrant landscapes, and Milan, the city that welcomed and inspired him, are incessant sources of inspiration for MSGM. Today, we can call the brand a legend for its distinctive style and ability to tell authentic stories and engage people in a sensory journey. Giorgetti’s sensitivity and vision, his creative flair and his collaborations with brand partners consolidate MSGM as an authentic symbol of a new style for the fashion industry.