A Giorgetti Makeover

The enfant terrible behind MSGM – Massimo Giorgetti – reveals that modernity isn’t always where you expect it.

- Patrick Clark

Breaking into Italian fashion’s inner circles is no mean feat – but a task brilliantly achieved by Massimo Giorgetti, who started MSGM “almost as a joke” with three friends. In an industry first and foremost built up of established family businesses with decades of retail, cultural and social history to back them up, success as a newcomer can be hard to come by. Unwittingly, Giorgetti’s MSGM concept went on to become one of Milan’s most coveted brands – a victory he modestly puts down to “the people that believed in the project; coincidences, willpower, and a bit of luck!”

Since then, Giorgetti has also taken over the reins at Pucci, following on from Peter Dundas’ departure in 2015. Juggling his time between two cities, namely MSGM’s home town, Milan, and Pucci’s Florence, we catch Giorgetti at the former after his SS17 menswear show. “It’s very exciting for me working with two brands in two different cities,” he enthuses. “Milano and Florence inspire me a lot: they’re very different, even if they’re very close. Every time I travel from one city to the other, I discover new places and fall in love with art pieces, landscapes, monuments.”