DREAM! DREAM! DREAM!
For Spring Sumer 2019, designer Massimo Giorgetti created different narratives for both his men’s and women’s shows. For womenswear, we saw the designer creative a story around the resurrection of the wrapped and draped jersey dresses from the brand’s earlier days and re-interpreted them with an even more modern twist. The collection included the brand’s signature floral print, feathers and a great number of tie dye pieces being featured in wrap dresses, pants suits and both knee high and floor length gowns. With splashes of bright red, pinks, yellow, and greens. The womenswear collection was one which pulled on the house’s core street values of zest and vibrancy and re-presented with an interesting update.
The menswear collection also sung a similar tune, but rather than the house’s archives, Giorgetti pulled on his background for inspiration, the collection was sparked by a form of nostalgia for his home town Rimini fused with the love for the city of Milan. “Rimini is the city where I grew up, it was about the beach, the club, the tourists and the energy while Milan is where I made my home, started my label and made my career. I would like to play with the two and bring them together, ” he commented. For the collection, the designer envisioned both cities to be on the opposite sides of a volleyball match, inviting guests to a high school basketball gym for the show.
The brand’s streetwear aesthetic merged perfectly with the sporty reference. The collection was packed with acid colours, silk shirts printed like multivitamin one-a-day packaging, volleyball tops, track suits, bombers and oversized tees.
Images of famous Japanese volleyball players were also imposed on the garments along with patterns influenced by the works of American photographer Roger Minick, widely known for his photography series documenting tourists. Giorgetti’s intentions, though presented as a Spring Summer collection, gave strong hints of resort wear which allows for the flexibility to freely dabble between collections.
On this note of nostalgia and fantasy worlds, for their SS19 campaign, the brand opted to merge the collections and present a united front around the concept of fashion fanstasy. The campaign features Italian super model Maria Carla Boscono , in the company of Mattia Liam, Kajus Valciukas and Joshua Hillman, as they all dream about their ideal looks.