MSGM 10! book celebrates a decade of Massimo Giorgetti's fashion brand

A new book titled "MSGM 10!" by Charlie Porter, published by Mondadori Electa in 2021, marks the tenth anniversary of the Italian fashion brand MSGM. The cover features a photograph of Rimini's beach, a place deeply connected to founder Massimo Giorgetti, who was born in Longiano, near Rimini. Giorgetti, born in 1977, began his career in the 1990s working in his uncles' embroidery workshop, which specialized in appliqués for brands like Best Company, El Charro, and Iceberg. He launched MSGM in 2009 with a couple of friends who soon left, likely daunted by the intense commitment required. In 2015, Giorgetti was appointed creative director of Emilio Pucci, part of LVMH, a role he held until April 2017, when he left by mutual agreement to focus on MSGM. The book references literary influences such as Isabella Santacroce's "Fluo" and Pier Vittorio Tondelli's "Rimini," and highlights Giorgetti's gratitude to Milan, where he participates in fashion weeks. His Milanese landmarks include La Triennale, Bar Basso, Pravda, Pasticceria Cucchi, and figures like Carlo Cracco, Ghali, and mayor Beppe Sala, who posed in an MSGM t-shirt reading "pensavo fosse amore invece era Milano." The book includes a personal note from Giorgetti, written during the pandemic lockdown, reflecting on launching MSGM during the 2009 economic crisis and viewing crises as opportunities for growth.