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Under the name Canone Infinito, MSGM presents the man of the SS22 season trapped on a beach in Italian Tuscany. Like on a psychedelic trip, MSGM’s hot boy wanders on a deserted beach until dusk arrives.
With this collection, Massimo Giorgetti highlights Italian craftsmanship and up-cycling. Materials such as organic hemp and recycled cotton give life to garments with bandana prints, fisherman hats and saturated psychedelic tones. Accesories include include sunglasses and shell necklaces.
MSGM SS22 ‘s full moon rave took its inspiration from Stephen Milner’s A Spiritual Good Time series that appropriated the images of 90s surf culture and the saturated tones that appear in Giorgetti’s proposal.
The fashion film of the collection shows a group of boys trapped in a psychedelic dream. On a deserted beach in Tuscany, everyone’s movements are to the rhythm of the hypnotic sounds of DJ Lorenzo Senni’s “Canone Infinito”. Making us feel as if we were at an infinite rave on the beach.