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MSGM reveal their Spring Summer 2018 campaign


When Massimo Giogetti founded his label in 2009 his key principles were colour, youth and energy. Clearly MSGM's new Spring Summer 2018 campaign conveys this iconic message. This collection labelled colour speaks all languages, embodies the idea that colour is a tool for expression as well as a universal gesture for vocabulary.

Dreamy patterns found their way onto V-neck jumpers, soft-tailored coats and even hats. This wearable and contemporary cluster of designs is authentically 'MSGM' and manifests the brands individuality. Giogetti's focus on colour is nothing new, for him, colour reflects moods, attitudes and has the potential to alter someones character.

Fixating on the concept of colour, Giorgetti collaborated with iconic fashion photographer Alasdair McLellan to work his magic, as well as Love's Editor-in-Chief Katie Grand to materialise his vision with her innovative creative direction. Using an array of vibrant colours, patterns and cuts, MSGM have showcased an iconic collection which only reinforces Massimo Giogetti's placement as a fashion-fixture within the industry.