Massimo Giorgetti stumbled upon his talent. At first this handsome young youth of 16 was studying economics when he was asked to model. While modeling he began learning how to sew. Before actually launching his line MSGM in 2008, Giorgetti was a DJ. Music is and will always be very important for this individual. Also as a very young designer, familiar with the Italian youth he planned to target, Giorgetti was aware of the potential social networking could impose on any business endeavor. That’s how he was able to get his name out there–fast. Right after his launch of MSGM, he was a finalist for Vogue Italia’s “Who’s Next Competition” in 2010.
MSGM in a youthful line and therefore offers a youthful look. Aside from utilizing social networks, Giorgetti also states that using fluorescent colored psychedelic computer generated prints is also part of their success. He is offering a look that hasn’t been presented by the big, major Italian labels. MSGM began edgy in what had been a more traditional market. Subsequent collections have had roses on neoprene and panthers and monekys filling in ethnic motifs. Colors are usually brights for this line and everything is always bold. Basically, Giorgetti capitalized on fashion forwardness and because of this MSGM has gained success.
MSGM is making clothing for a the fashion forward girl–someone like Chiara Ferragni (The Blonde Salad) who seems to be in this line every other week. (She also has happens to be another master of using the social network to promote her brand.) Stated by Giorgetti, “The MSGM girl is young and loves fashion with a capital F.” MSGM started nontraditionally, and it has paid off: now they are not so small anymore! It’s an Italian line for sure, but it’s being sold worldwide–just like any other main name brand Italian line.
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