Concept pre-collection spring 2011


The new MSGM SS 2011 women’s pre-collection continues along the imperative lines dictated by the brand owner: shuffle the cards, redevelop the past with modern, colourful esprit that is just that little bit iconoclastic. No nostalgia, on the contrary, in a drive to map out new directions.

The first starting point is the aesthetics of the 1960s and 1970s surf culture: the acid colours, and contrast zips, Hawaiian patterns and, above all, the relaxed, almost casual look of blends come together to ‘contaminate’ female wardrobe classics.
Like the “Chanel” jacket which uses woven fabric, breaking it up with brightly-coloured sporty details. Or the Cluny lace dress, which comes “cut” by a zip as though it were a surfer’s wetsuit. Or the chemises and blouses standing out with tropical patterns (palms and pineapples, amongst others) recreated on a chromatic and iconographic level. Finally, fabrics take materials that are almost coarse (linen, raffia, rubber) treating them just as though they were high quality dress materials.

Sportswear, not sport: a major part of the collection looks at sportswear rather than at the sport itself. This means thinking about the most comfortable and up-to-date fabric there is: the sweatshirt. From the brand’s earliest debuts, MSGM has always paid special attention to this fabric which holds, for us, a very contemporary allure. In the coming season, it will have cleaner cuts and feature combinations with leather and canvas.

Our work on prints continues, particularly on classical themes, reworking the colour and design aspect. The spotted, for example, becomes almost floral and is brighter, using new hues such as vivid yellow and royal blue. Finally, camouflage patterns are broken down into a denser dimension, and brought to life with colours previously considered unusual for such a neutral pattern.

MSGM is available at: Matches in London, Victoire in Paris, Antonia in Milan, Luisa via Roma in Florence, Harvey Nicols in Honk Kong and Boboli in Vancouver.

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