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MSGM Introduces A Cool New Mode Of Fancy Dressing

Massimo Giorgetti's acronymised namesake label MSGM celebrates its tenth anniversary, the launch of its latest "PM" capsule and the joys of modern fancy dressing

“In 2019, there are no rules, or dos and don’ts (in fashion). Streetwear and dressing up go together, and you can do both at the same time – style a satin dress with denim. This is the very concept of MSGM’s PM capsule. The idea for it came about three years ago, when I was in London and saw a beautiful girl in a cotton dress from MSGM’s S/S ’10 collection (one that featured several Grecian-inspired draped party dresses). I had stopped doing such dresses at some point and wanted to bring back that sense of femininity from my early collections. Buyers and customers had been asking for it, and I also really wanted to bring it back for myself. What I wanted to do was to create a glamorised femininity, without falling into what would normally be tagged as old-fashioned or stereotypical glamour. I wanted to deliver evening wear staples with a fresh appeal – a dinner-to-desk proposal with formal and informal elements effortlessly blended together.

With this, the quintessential ‘post meridiem’ – or PM – attitude comes through with special materials, embroidery – sequins especially, and always a sprinkle of glamour through crystals and other applications. (For the latest collection, key fabrics include lightweight chiffon and crepe de chine, as well as fully sequinned finishes and rainbow-striped tweed. Decorative details, meanwhile, include micro pleating, ruffles, feathers, glittery fil coupe fringing, and laminated polka dots on tulle – all on the likes of toga gowns, slips and floaty maxi dresses for a look that’s at once romantic and sexy.) Real women don’t walk red carpets. MSGM’s PM capsule line is meant for real women who want to feel beautiful, have fun, look good, and wear something iconic yet non-seasonal. It’s for women who are looking for something special, whether it’s for a special moment, or in everyday life.”