MSGM S/S 2020 Milan Fashion Week Women's

Scene setting: Celebrating his brand’s tenth anniversary this year, Massimo Giorgetti has made his multicoloured and effusive mark on the Milan fashion scene. Just this week he opened a new flagship on the city’s Via Broletto, and for his decade-celebrating show, installed a neon runway for the first time in fashion history in the outdoor Girgio de Chirico space of the Triennale, surrounded by the surrealist sculptor’s Bagni Misteriosi works.

Mood board: Giorgetti described his collection as a ‘love letter to the first ten years of MSGM’. This was a bold, joyful offering packed with all the brand’s signatures, from lace to tweed, exaggerated details to bold graphic prints. Models sashayed down the catwalk in exaggerated check tweed coats, paired with pussy bow blouses and silly string-like raffia sliders, bold taffeta dresses and blouses with voluminous ruffles, leg of mutton sleeve blazers and crochet tank tops. ‘This is not a retrospective, we have looked inside to push forwards,’ Giorgetti said. Here’s to the next decade.

Team work: S/S 2020 also nodded to the figurative, acrylic on canvas paintings of New York based artist Todd Bienvenu. His bold beachside paintings of sunbathers reflected in the lenses of aviators, or women relaxing on beach towels, were splashed in panels across tailored blazers and coats, and featured in bold prints on tote bags.