Translated by
Erin Floyd
Feb 18, 2019
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MSGM expands into underwear

Translated by
Erin Floyd
Feb 18, 2019

"Easy, desirable, natural." That's how Massimo Giorgetti has introduced the very first underwear collection for his label, MSGM. To mark the launch, the designer opted for an emblematic character to front the line: Leonardo Tano, 19, son of famous adult star Rocco Siffredi.

Leonardo Tano, son of Rocco Siffredi, poses for the Italian label - MSGM

The campaign and lookbook photos, shot by the Dust Creative agency and Madrid photographer Kito Munoz, convey a mischievous and playful feel typical of the DNA of the contemporary ready-to-wear label.

The collection, which is characterised by a fresh and sexy style, consists of boxers, briefs and bras in cotton and lycra with simple cuts, in a colour palette of black and white with neon accents, emblazoned with humorous printed or embroidered slogans such as "MSGM! MSGM! MSGM!" or "PROIBITO" ("forbidden" in Italian).

The MSGM Underwear line is manufactured under licence in Italy. The pilot collection will be distributed via the brand's e-shop and in 30 monobrand points of sale, including a dozen of the brand's stores, whilst being made available to some 600 customers via its wholesale network, the house said in a press release.

The label has also announced that it will launch an activewear line from next season to complement the underwear offering.

The label's underwear line also includes items for women - MSGM

MSGM was launched in 2009 by Massimo Giorgetti with support from Paoloni, based in Appignano in the Marche region of Italy, and which has a 49% stake in the label. The label debuted with a menswear line, quickly followed by womenswear and childrenswear. In February 2018, the fund Style Capital took a 32% stake, reducing the designer's capital to 19%.

Turnover at MSGM, whose next show will be held during the Milan Fashion Week on Friday 22 February, stood at €50 million in 2017, of which 26% was done in Italy, 35% in Asia (China, South Korea and Japan) and 39% in Europe and the U.S.

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