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MSGM SS16 Campaign
MSGM SS16 CampaignPhotography Ben Toms

MSGM SS16 campaign exclusive preview

Shot against the backdrop of London’s National Theatre, the images encapsulate the bold, youth-oriented aesthetic of the Italian label

Modernity is intrinsic to the aesthetic of Italian label MSGM, founded by Massimo Giorgetti back in 2008. Citing his obsessions with music and modern art as the driving factors behind the brand, Giorgetti wears his references on his sleeve in this series of images which make up the brand’s SS16 campaign, debuted exclusively above. 

The images cast the graphic collection against a backdrop of Brutalist architecture. Giorgetti’s casting choices also reveal his affinity for youth – the campaign features rising menswear star Sol Goss, alongside Benno Bulang, Connor Newall, Kiki Willems and Marjan Jonkman.

To contrast the the brutalist location the campaign features sculptures created by set designer Janina Pedan which serve to emphasise the bold, paintbox colours used throughout the SS16 collection. Take a look at the full series of images, in the gallery above.