Massimo Giorgetti

Massimo Giorgetti’s rise in the fashion industry is anything but ordinary, and that’s what makes his story compelling. Starting out far from the runway, Giorgetti initially studied accountancy before quickly pivoting to retail, landing a job as a sales clerk in a Rimini boutique. From there, his path led him to create one of the most dynamic labels to emerge from Italy in the past decade: MSGM. Launched in 2009 in collaboration with the Paoloni Group, MSGM was Giorgetti’s response to a gap in the market—a desire for a contemporary Italian brand that was both fresh and affordable. With its bold, eclectic prints and an unapologetically youthful spirit, MSGM quickly garnered a cult following and established Giorgetti as one of Milan’s standout voices.

Giorgetti’s distinctive designs reflect his personal inspirations, especially his deep love for music. Before turning to fashion, he spent years DJing, an influence that pulses through his work—”music for your eyes” as he once described it. The brand’s daring prints and colors offered a refreshing contrast to the more staid traditions of Italian fashion, and it didn’t take long for MSGM to gain recognition. In 2010, the brand won the Vogue Italia AltaRoma “Who Is On Next?” award, cementing its status as a rising star in the industry. Within just a few years, MSGM grew into a $45 million business with over 600 points of sale worldwide.

In 2015, Giorgetti took on an additional challenge, stepping into the creative director role at Emilio Pucci, following Peter Dundas. His appointment was seen as a bold move, bringing a youthful vibrancy to a house long synonymous with glamorous jet-set elegance. During his two-year tenure, Giorgetti sought to infuse Pucci’s legacy with a fresh, energetic edge, reshaping its aesthetic for a new generation. By 2017, however, the designer announced his departure from Pucci to refocus on MSGM, citing his own label’s need for undivided attention.

Massimo Giorgetti continues to be a major figure in contemporary fashion, championing an unapologetically playful and experimental approach to design. His ability to navigate between the worlds of luxury and street-infused cool has made MSGM a key player in defining the current landscape of Italian fashion—always moving forward, always in tune with the beat of the moment.