The mentorship program, starring MSGM Creative Director Massimo Giorgetti at the Istituto Marangoni Milano, has ended. But now the time has come for a new beginning for the students involved in this project, thanks to their experience alongside one of the hottest designers on the Italian fashion scene and the prizes awarded that will take them straight backstage during the next Milan Fashion Week.
The grand finale of MSGM creative director Massimo Giorgetti's masterclass with master students from Istituto Marangoni Milano
The project, dedicated to the Master’s in Womenswear and Menswear Fashion Design, was carried out in two masterclass cycles that ended with a Prize Ceremony. The students’ enlightening participation was recognised with a certificate of achievement and many other honours.
The five finalists won signed copies of “MSGM 10!” – the brand’s first official monograph – and the two winners will have the opportunity to stand backstage alongside Massimo Giorgetti at his show during the next Milan Fashion Week.
Istituto Marangoni Milano student's project from the masterclass with MSGM designer Massimo Giorgetti
The first part of the masterclass focused on “Genderfluo fashion”, reflecting MSGM’s identity and the brand’s distinctive values, challenging students to develop a capsule collection around the theme of colour.
Istituto Marangoni Milano student's project from the masterclass with designer Massimo Giorgetti
The second topic, called “I thought It was love instead It was Milan”, to evoke the brand’s famous quote, explored the Italian spirit inherent in MSGM’s DNA by asking students to create an urban-inspired capsule.
Mr Giorgetti and his design team evaluated the overall development of the work. They had a conversation with the students, who had the opportunity to receive his feedback immediately.
Masterclass grand finale with fashion designer Massimo Giorgetti
The participants gained deeper insight into the brand’s permanent codes and combined their aesthetics with solid communication skills by developing storytelling that speaks through images, prints, and even magazines.
“Seeing how you see MSGM inspired me. Through your eyes, I understood both how the brand is seen and how people see me,” said Massimo Giorgetti.
Istituto Marangoni Milano student's project from the masterclass with designer Massimo Giorgetti
The clubbing component in the projects surprised him the most, as this irreverent side at the heart of the brand became blurred over time, giving way to a more childlike, carefree aesthetic.
“The brand has grown with me over the years, but it seems that this DNA has stuck with people,” Giorgetti noted.
MSGM’s clubbing and underground aesthetics are close to the designer’s heart, deep rooted in the Adriatic Riviera. Therefore, it might be clear, almost obvious, why he selected Assia Pesenti and Viridiana Carota’s projects as the winners. Inspired by the Milanese nightlife, their designs struck a chord in Giorgetti’s heart better than any other by bringing out what is kept in the creative’s deepest soul.
Istituto Marangoni masterclass grand finale with MSGM designer Massimo Giorgetti
Will we see an underground clubbing revival in MSGM’s aesthetic? Who knows. In the meantime, we can’t wait for his next fashion show at Milan Fashion Week.
Sofia Sarandrea
Second-year student in Fashion Business Communication & New Media programme, Milan