The lookbook for the MSGM Resort 2024 collection embodies Milan, the city that gave rise to the well-known brand. The mastermind of MSGM, Massimo Giorgetti, purposefully chose to display the collection among the city's architectural gems while remaining near to home.

Working with interior photographer Delfino Sisto Legnani, Giorgetti found a quaint spot in the Palazzo Ina that served as the ideal setting for the brand's image. While keeping its distinctive exuberance and streetwear elements, MSGM adopts a softer colour palette this season and transitions towards a more sophisticated and feminine design.

Massimo Giorgetti decided to stage MSGM's resort lookbook in Milan rather than some far-off place. Acknowledging the splendour of his own city, Giorgetti believed that Milan's abundant architectural history was sufficient to produce an engrossing visual story. Along with interior photographer Delfino Sisto Legnani, who is well-known for his book "Milan Entryways," the team's goal was to portray Milanese architecture's character and its lesser-known treasures. The chic yet modest venue of choice was the Palazzo Ina, a modernist structure created by architect Piero Bottoni in the 1950s.

A softer and more subtle approach is used in MSGM Resort 2024, a change from the brand's usually vivid colour scheme. Massimo Giorgetti favours pastel colours, which he draws inspiration from the little mosaic tiles that cover the Palazzo Ina's pillars and walls. This purposeful decision denotes a move towards a more refined and feminine style. 

The MSGM Resort 2024 collection radiates carefree elegance and easy tailoring. Giorgetti gives the pieces texture and whimsical touches with a variety of ruffles, bows, and 3D raffia flowers. The silhouettes maintain their graphic and simple quality, emulating the unique design of the brand.