Massimo Giorgetti has always been passionate about fashion, contemporary art and Indie music (the groups MGMT and The Strokes inspired the name of his brand). In 2009, in partnership with Paoloni Group, Massimo Giorgetti founded the MSGM brand, a label that immediately became synonymous of great commercial and press success, which has in its DNA a great design tradition, blending with the new millennium’s hallmark desire for revolution. His career is heterogeneous and wide-ranging, which allows him to not only have a stylistic vision of the fashion product, but also a commercial and strategic one. For the special project Enhancing the Future, Mr Giorgetti talked about the origin of MSGM, how important is to understand that fashion is about people and life, and not only about clothes. Concerning the pandemic situation, he explained the pros and cons of a digitalized fashion world and the importance of a “real live” experience when dealing with a fashion show or appreciating the beauty of a collection and of the materials used to produce luxury outfits. Massimo Giorgetti · "The new post-pandemic creativity"