MSGM

MSGM was launched out of Milan in 2009 by Massimo Giorgetti, in partnership with the Paoloni Group, targeting a gap in the market for modern, affordably-priced Italian fashion. Giorgetti, born in Rimini, trained initially as an accountant before moving into retail and consultancy for a boutique in Riccione, and worked as a DJ before founding the label. The name MSGM is an acronym built from Giorgetti's own name and those of friends Massimo, Simone, Gaia and Maurizio, and was also loosely inspired by the band MGMT. In 2010, the label won Giorgetti the Vogue Italia AltaRoma 'Who Is On Next?' prize for young design talent. Giorgetti went on to become creative director of Pucci in spring 2015, leaving after roughly two years to refocus on growing MSGM, which by that point had grown into a business reported at around $45 million in scale.