Massimo Giorgetti polled the community surrounding his MSGM brand – a constellation of designers, photographers, artists and musicians – about what matters here and now.

Empathy and human relationships emerged as top choices. Blended with the energy of youth that MSGM is known for capturing since day one and with the pragmatic consideration of the importance of actually selling clothes now, they made up the formula Giorgetti assembled for his spring 2026 show, which brought MSGM back to the streets. 

Namely the ones surrounding its store in Milan’s Brera district, which was turned into the beating heart of the experience. With its corner location and ample windows, it offered passersby and guests seated on colored Artemide and Fiam chairs arrayed on the street a look into the ritual of a fashion show – from hair and makeup preparations to rehearsals and lineup procedures. 

“It’s a celebration of everything that lies behind a brand, the people and human capital,” said Giorgetti before the show.

With the same approach, the designer honored what lies behind MSGM’s fashion as well, reprising some of the codes that have defined the brand over the past 15 years but revisiting them with a softer filter, more apt for today. 

The acid color palette of the early days was tempered in its hues in the lime button tops, pink knits and yellow cargo pants that still delivered the upbeat MSGM vibe; rugby polos were mixed with checks and stripes in patchwork hybrids and ruffled dresses to wear over denim pants, while studded poplin shirts were layered over striped shirts or under cropped V-neck sweaters for a new take on the preppy theme. 

Polka dots, florals and metal textures were also thrown into the mix, along with a python print that gave wearable ruffled shirts and outerwear a more interesting edge. The result was still graphic, pop and immediate, in true MSGM style, conveying the straightforward approach to dressing that sits at the core of the label. 

“It’s a remix of all my favorite things,” said Giorgetti. “But real, thought for real people.”

As for the designer’s own priority here and now, he pointed to “being at peace psychologically, also at work.”

“This is an increasingly complicated job, but still beautiful, and we’re all fortunate today… We’re going through a time that requires a lot of dedication, more work, more energy, and even more enthusiasm,“ he said. Luckily, those are ingredients that MSGM never lacked.