For the Spring/Summer 2025 season, MSGM once again challenges the literal. This time, Massimo Giorgetti’s label immerses itself in an imagined Mediterranean of salt, candles, and liquid memories, in collaboration with British artist Luke Edward Hall.
Hall, a master of the nostalgic and the fantastic, brings to bear his imagery of romantic sailors, mythological creatures, and faces that seem to dream themselves. His free and emotional strokes flow through oversized shirts, soft sweaters, and garments that exude a suspended youth: that ephemeral moment where summer love mingles with sea salt and the brightness of midday.
The collection is more than fashion: it’s a mental postcard of a summer that never existed, but we all remember. An invented coastal city, sunny and ambiguous, where the present dissolves into memory.
From his studio in an Oxfordshire barn—more story than location—Luke Edward Hall has been developing his own visual language, where the classic and the kitsch coexist easily. Educated at Central Saint Martins but enamored with vintage art and the English countryside, Hall sees illustration as an emotional vehicle, a form of conscious escapism.
At the intersection with MSGM, his universe takes textile form: a remixed Mediterranean fantasy, where tradition is fragmented and transformed into pop. The result: a collection that’s not just worn, it’s felt.
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