Fila, MSGM Bring Romanticism and Seduction to the Roland Garros

Fila, MSGM Bring Romanticism and Seduction to the Roland Garros

MILAN — Just in time for the second Grand Slam tournament of the year — the Roland Garros, to be held in Paris from May 24 to June 13 — Fila is unveiling a new collaboration developed with cool Milan-based contemporary brand MSGM.
“For me Fila means tennis, and working on this project I had the great privilege to get exclusive access to the brand’s incredible archives, which have been a huge source of inspiration,” said MSGM founder and creative director Massimo Giorgetti. “For this capsule, I revamped and refreshed some archival designs adding to them the signature MSGM colorful, fun and modern twist.”
In particular, Giorgetti explained that he started working on the collection by embracing a cinematic approach, imagining the atmosphere of Woody Allen’s “Match Point” movie — “one of my favorite films,” the designer said — combined with Luca Guadagnino’s “Call Me By Your Name.” “It’s like Woody Allen and Luca Guadagnino are meeting on the Roland Garros court,” Giorgetti added.

The capsule, which is focused on men’s and women’s tennis performance outfits, which will be worn in Paris next week by Fila’s athletes, including Karolina Pliskova, Sofia Kenin, Reilly Opelka and Diego Schwartzman, has been unveiled with a short movie that Fila and MSGM filmed in a villa outside Paris.

“I wanted to convey a romantic and sensual interpretation of the world of tennis and I took the chance for the first time to explore a French mood,” explained the designer, who worked with film director Oliver Hadlee Pearch and an entirely French team. “We portrayed a sort of love triangle on the tennis court.”
The collection includes halter neck tops, mini skirts, shorts, polo shirts and dresses, crafted from performance Lycra printed with MSGM’s tie-dye motifs, as well as with a revamped archival pattern of multicolor marbles. In addition, inspired by the sexy and audacious femininity of legendary Italian tennis player Lea Pericoli, who in the ’50s shook the traditional world of tennis by wearing hyper feminine outfits on the court, the designer introduced lace accents, sensual cutouts and ruffles.
“As I do with my MSGM collections, I wanted to create a sort of claim for this capsule,” said Giorgetti referring to the “You are my match point” wording embroidered or printed on garments and tennis accessories. “I think it’s a beautiful declaration of love.”
The MSGM x Fila Capsule, retailing from $95 for T-shirts to $235 for jackets, is available exclusively from today at and at, as well as selected Fila stores in China and Japan. Later this summer, the collection will be also on sale at
See also: 
Fila Extends Sponsorship of Ash Barty, WTA’s Top Tennis Star
Krost x Fila Collaboration
Katie Grand Designs Fila 110th Anniversary Collection

Fashion Brings Life Back to Milan’s Art and Culture Destinations Hit by the Pandemic

Fashion Brings Life Back to Milan’s Art and Culture Destinations Hit by the Pandemic

MILAN — The worlds of fashion and culture are interlinked in a city like Milan, where designers and entrepreneurs have traditionally supported the art world across all of its disciplines.
There are numerous examples, but just to focus on more recent years, worthy of mentions are Miuccia Prada and Patrizio Bertelli’s creation of the Fondazione Prada in Milan, and Giorgio Armani’s establishment of the Armani/Silos exhibition space. In addition, at the end of April, Armani revealed his group’s decision to become supporting founder of the storied Milanese theater Teatro Alla Scala, a foundation that over the decades has benefited from the financial help of a range of fashion houses, including Luxottica and Dolce & Gabbana, which from 2015 to 2019 staged several Alta Moda and Alta Sartoria events at the historic location.

During the latest Milan Fashion Week held mainly in a digital format in February, the Milan worlds of fashion and art grew even closer with a range of brands deciding to film or livestream their runway shows and videos in theaters and museums, which were still closed due to the COVID-19 pandemic. The same happened in Paris, where Dior showed at the Château de Versailles and Louis Vuitton at the legendary Louvre museum, while Chanel and Celine staged shows in various French castles.

In Milan, Valentino brought life for a day to the rooms of the Teatro Piccolo, which was founded in Milan in 1947 and which is a symbol of the city’s high-end and world-acclaimed dramatic tradition.
“Choosing to show our collection at the Teatro Piccolo in Milano is a way to start the process of reopening places of culture in our country. We need culture to be alive and we need to talk about it,” said Valentino creative director Pierapaolo Piccioli, who decided to stage a show behind closed doors in the fascinating location. “Teatro Piccolo di Milano embodies the perfect symbol of all values our brand stands for, it is a place of inclusivity and freedom. This is a first step, and even if it won’t be open to the public, it will give I hope the idea that we are all going in the right direction.”

MSGM, fall 2021 
Courtesy of MSGM

This is not the first time that the famed theater, located a stone’s throw from Milan’s Castello Sforzesco, has hosted a runway shows. The Laura Biagiotti brand for many seasons opted to stage its shows at the theater, which the company aids as an honorary supporter.
The support of private investors, which has traditionally has been key to keeping the city’s cultural and artistic offerings interesting and dynamic, will be even more important in coming years. As highlighted by research conducted in February by the L’Osservatorio dello Spettacolo Siae, an arm of the Italian copyright collecting agency, in 2020, due to the pandemic, Italian revenues from the sale of tickets for the theater, cinemas and concerts dropped 82.2 percent to 623 million euros from 2.8 billion euros in 2019.
“My opinion is that during the pandemic the world of culture has been totally neglected,” said MSGM creative director Massimo Giorgetti, who filmed the movie-like video for his brand’s women’s fall 2021 presentation at Milan’s historic Teatro Manzoni. The designer said the decision to pick the Teatro Manzoni came quite naturally. “We staged our first big institutional party there in 2013, celebrating our first artistic collaboration with Toilet Paper [the magazine],” he explained. “I think that’s an iconic symbol of our desire of getting together, returning to live our lives to the fullest and having fun.”

Giorgetti also believes that, especially in a city like Milan where fashion plays such a big role, the world of culture can hugely benefit from collaborating with brands and designers.
“Surely, there is no more efficient and powerful vehicle than fashion to reach especially the young generations and bring them closer to the world of culture,” said Cristina Tajani, Milan’s fashion and design city councilor, who praised the Milanese fashion system’s support not only to help cultural institutions but also to put in the spotlight less known areas and locations. “We believe in a poly-centric fashion system that can be instrumental in boosting and bringing new life into almost abandoned spaces or neglected neighborhoods.”
As examples, Tajani cited Ermenegildo Zegna’s and Moncler’s efforts in bringing back to life former and currently unused industrial spaces, spanning from the Area Ex Falck in Milan’s northern outskirts or the Magazzini Raccordati by the Central Station, with their shows and events.

MSGM Releases 10th Anniversary Book Published by Rizzoli New York

MSGM Releases 10th Anniversary Book Published by Rizzoli New York

Sometimes the best things in life come when you are not looking for them. When in 2019 Massimo Giorgetti was gearing up to fete the 10th anniversary of his MSGM brand, he wasn’t planning any celebratory book.
However, as he explained during a Zoom meeting, one day he got a call from Rizzoli New York, which offered to publish a 10th anniversary book. “Of course, we were really pleased to receive that offer and we suddenly had the feeling we had achieved something big, that we had hit a milestone and that it was probably time to reflect on what had been done over the past decade,” Giorgetti said.
The pandemic actually slowed down the release of the project and “MSGM 10! The (In)complete Brand Anthology” volume, which was supposed to be unveiled in April, is available at MSGM shops in Milan and London, as well as at the brand’s online store. From January, the book, retailing for 75 euros, will also be on sale at Rizzoli’s bookstore in Milan and New York and then in a selections of bookshops worldwide.

The tome’s cover stands out in a very MSGM neon yellow color framing a picture of Riccione by artist Massimo Vitali. The book doesn’t follow a traditional structure, but is designed “to be like a magazine of the brand where we reflect on the adventure we lived in the past 10 years,” said Giorgetti, who during the lockdown, in collaboration with Rizzoli editors, reedited the first version of the volume. “I took advantage of the two months we spent home to revisit it, to make it even more colorful, positive,” added the designer, explaining that instead of a classic narration he wanted the book to have a stronger and more immediate visual component.

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The cover of the “MSGM 10!” book published by Rizzoli New York.  Courtesy of MSGM

The book kicks off with a letter that Giorgetti wrote during the lockdown in April, followed by small texts by stylist Katie Grand; Vogue Talents and Vogue Italia deputy editor Sara Maino, and Valerio Innella, the founder of Beside Communications, the Milan-based agency that handles public relations for the brand, as well as as a question-and-answer session where Giorgetti is interviewed by Charlie Porter. Central to the book are a wide range of images from MSGM’s runways shows and advertising campaigns, juxtaposed here and there with quotes from art critics and editors.
A very personal component is introduced via images of Giorgetti and his family, as well as by childhood pictures of MSGM collaborators.
“It’s Rizzoli that actually pushed to me to focus more on the personal side. They encouraged me to share more and more about me, my family, my house, the people around me,” Giorgetti revealed. “I think that this is how Rizzoli wants to approach a book in 2020, especially when it comes to a brand like MSGM. They really didn’t push for that glossy perfection and sophistication most of their books are known for.”
The tome, which comes with stickers with some of the best-known MSGM prints, closes with a timeline and images that punctuate the brand’s development, from the company’s foundation with the Paoloni fashion manufacturing group in 2009 to the release of the spring 2020 campaign shot in Rimini by British photographer Johnny Dufort.

“With the last page of the book we closed a chapter and another one opens,” said Giorgetti, explaining that if in its first 10 years of life, MSGM has always been about lightness and intuition, now he inaugurates a new phase, focused on awareness. “We are reducing collections and we are developing our Fantastic Green sustainable project, which is highly complicated and requires a collective effort inside the company. However, I think that becoming more conscious of the environmental issue is key and we want to play our part.”

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