MSGM Men’s Spring/Summer 2024 collection, titled « Sogno Off Road, » invites you to embark on a dreamlike journey inspired by Massimo Giorgetti’s Tanzanian adventure. As the early morning sun illuminates uncharted territories, a new day dawns, filled with limitless possibilities.

Blurring the boundaries between imagination and reality, this collection unveils nature itself in its purest form, as if a dream has come to life before our very eyes. Think « Inception » meets « Lucy in the Sky with Diamonds » but with a heat wave of 35 degrees.

The color palette dances between ethereal and earthly tones. Earthy hues of sand, brown, and green mingle with celestial sky blues and lilacs. Vibrant oranges ignite the collection with fiery energy, mirroring the captivating African sunsets.

Fabrics are organic and tactile, while prints mimic natural textures, showcasing delicate and elevated designs. Frayed cotton on black tailored looks imitates the texture of zebra coats, and cow prints evoke the image of animals roaming the African plains. The MSGM man is too cool for a safari, he is the safari. 

Terracotta and sand eco-leather with grey-and-milk veining embody the textures of the earth itself in a very Jules Verne way. Knitwear and denim have been treated to look burned or stained by the natural terrain. A handcrafted logo, created by the Creative Director, becomes a signature detail on tank tops, tees, and polos, providing every-day staples for every lover of the brand. 

Giorgetti’s saturated iPhone photographs of Tanzanian nature grace bowling shirts and tank tops, capturing the safari elements that fueled his inspiration.

The designs are sharp and practical, featuring workwear-inspired details like pocketed shirts, overshirts, wide cargos, and micro shorts. Utility accessories take center stage, including pocketed camera bags, hiking hats, and rugged desert boots that seem to be designed for fashion week’s greatest soldiers. 

The show is accompanied by the melodies of TSVI’s « Sogno EP, » creating an exploration of dreamlike experiences and altered states of consciousness. ASMR insertions and Italian spoken words add enchantment, completing the immersive journey of the collection. « Sogno, nel silenzio si nascondo i sogni » (dreams hide in the silence), a poetic mantra that perfectly captures the mysterious beauty of silent spaces in the early morning, where this seasonal fantasy was born.

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