As MSGM unveil their AW15 campaign, designer Massimo Giorgetti explains why young people are the secret of fashion right now
Just weeks after unleashing its Blur-inspired SS16 men's collection on the catwalks on Milan, MSGM has debuted its AW15 campaign. Unlike its AW15 collection, which was an ode to the Beastie Boys, the campaign draws upon the work of Pop artists Jeff Koons, Claes Oldenburg and Gaetano Pesce. You can see these influences in the brightly coloured balloon sculptures which Massimo Giorgetti's muses – Anna Grostina (who you may recognise from last week’s Maison Margiela Artisanal show), Agnes Nieske (who opened this season’s Christopher Kane show) and Artur Chruszcz (Raf Simons’ AW15 campaign boy) – pose on and around. “It’s very Pop art, very fun, very crazy,” explained the designer, who is known for his use of irony and playfulness.
But young people, as well as the 1950s art movement, were the source of inspiration for the campaign and for Giorgetti’s work more generally. “When I design a collection, I’m thinking of a young woman,” he revealed to Style.com. “It’s a bit different, but the feeling of youth is important. I think it’s the secret of fashion right now.”
Watch MSGM’s AW15 campaign film below: