Massimo Giorgetti’s 15th anniversary celebration started with an abrupt bang. A live performance and installation provided a dramatic and evolving backdrop for the Spring/Summer 25 season. As paint was splattered across transparent screens, so too colour permeated the collection. Kicked off by looks punctuated with carmine red, the story evolved through primary tones to transgressive acids.
For this delivery Giorgetti decided to go full-on with self-references, tapping into memories of growing up by the sea between Rimini and Riccione. The simplicity and freedom of childhood was evoked through an uninhibited mixture of prints ranging from stripes to florals. Moreover, the show’s soundtrack, an edit of MGMT’s Kids, wove the thread of youth throughout the whole experience.
Those who know Massimo personally will attest to his light hearted nature, which was reflected in the innocence imprinted in the collection’s details: a shell shaped clutch, scribble-like sublimations, and paper sailor’s bonnets to name but a few. Giorgetti has mentioned before Mrs Miuccia Prada as his ultimate inspiration. And we see notes of Pradaisms in his ways, taking classic silhouettes to be embellished, layered or playfully printed.
Although this collection seemed focused on the simple joy of vacationing, Giorgetti examined a deeper discourse with a simple sweatshirt proclaiming “Not a Tourist, I Live Here”. A comment on Italy’s focus to reform mass tourism and combat issues such as excessive vacation rentals, in order to protect the habitability of its cities.
In all, Giorgetti remains true to his vision and inspiration. As a collector himself, the designer seems more committed to an artistic pursuit, visible in both his designs and the broader MSGM universe.
