Fashion Show Reviews

MSGM Pre-Fall 2019 Womenswear Collection – Milan


September 2022 Sales (LATEST)

How does one attract the youth? According to Massimo Giorgetti, pile in as much pop culture references as you can onto your collection. This was exactly what he did for Pre-Fall 2019, an offering he named “Poetry of YOUth.” The likes of legendary poet Edgar Allan Poe, famous photographer Lee Miller, 80s video game Space Invaders, and the hit Netflix show “Stranger Things” were all referenced here through such novel ways. Take the now-iconic wallpaper of Joyce Byers’s house in “Stranger Things,” for instance, which was transformed into a surreal floral print that adds the mystic of a vintage 80s flair onto the mix. A haunting line from one of Edgar Allan Poe’s poems, “Take your pleasure seriously,” was printed on cardigan panels, knitted scarves, and more—a message to the young consumer audience this is obviously targeted at. All throughout this line, there were bits and pieces of unmistakable youthful nostalgia that was borderline vintage yet contemporary at the same time. This is the new MSGM amidst a streetwear-dominated fashion industry, yet, in an ironic twist, it’s still quite refined and upscale!

Photo: Courtesy of MSGM

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