MSGM WOMEN’S SPRING/SUMMER 2022

HYPERSUMMER®

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Back to Life, Back to Reality: for the MSGM community, its return to the catwalk is a picnic party on the lawn, an outdoor get-together at the “Biblioteca degli Alberi”, the park in Milan known as the Library of Trees, close enough to the heart of the city to feel its vibrant energy.

Back to Nature becomes Back to the City: the rebirth of the metropolis echoes the feverish yet carefree atmosphere of the 1980s when everything seemed possible and a collective acceleration drove Milan towards the Future.

The Milan of Art and Design, of Fashion by Fiorucci and of new wave shops, a charged concentrate of colours and flavours to be drunk in a single gulp: kiwi, papaya, raspberry, mango, cherry pink, watermelon, like the collection’s palette, reminiscent of ice lollies and fresh smoothies.

A rousing tracklist (Soul II Soul, Herbie Hancock, Grandmaster Flash, West Street Mob) spans the 1980s: Milan feels like New York as in 1984, when Keith Haring painted the Fiorucci store in Piazza San Babila, the young avant-garde was explosive, the air fizzed, pungent and free. Where there were once only fields, beyond the last suburbs, there is now the MSGM picnic; beneath the heat of the sun and the shadow of the skyscrapers, awash with vibrating sound, there is a party that is a celebration of the return to Life, to that same excitement forty years later.

The flowery meadows of this slice of Milan are printed onto the collection’s garments, on fluid micro-plissé textures for soft clothes, tailored looks and pyjama looks, on satin and printed sequins, denim and jersey, ruffled tops or oversized sweatshirts in plissé cotton, or in a precious version with 3D-effect artisanal sequins.

In timeless versions on a black background and dreamy in pink and red on a white background, daisies flower on tops with sweetheart necklines and puff sleeves, light shirt-jumpsuits enlivened by the iconic MSGM ruffles, or cargo pants that break up the feminine attitude with a streetwear accent. As on waxed tablecloths, the micro-fruit prints add colour to fluid viscose jacquard pieces, or bodysuits, leggings and stretch tops in lycra, that embody the sporty attitude of the collection, while cherries, true icons of the 1980s, become patterns, embroidery and micro-beads with fringes.

The graphic motifs are reminiscent of the "picnic posters" designed by Steven Frykholm for Hermann Miller in the 1970s and 1980s for the American company's open-air gatherings: a classic of that world, Vichy is declined in acid colours (lime green and fuchsia), on knitwear or on the brand's classic frayed tweed; the graffiti prints are reminiscent of childish doodles on paper tablecloths.

The look is completed by new accessories: flip-flops with towering wedges in ultra-light material, chunky pool slides in neon perfectly eighties shades, open canvas trainers, flat leather sandals with trekking multi-laces and the new MSGM CLIC®️ bag, with its iconic reflector and click closure.