MSGM's Spring/Summer 2018 men's collection was unveiled in Milan on June 18th. Massimo Giorgeti announced his resignation as creative director of Emilio Pucci in April of this year to focus on designing for his own brand, MSGM, and this first season alone attracted a lot of attention.

The brand's first look, characterized by collections that emphasize design based on an understanding of the market, featured a white sweatsuit set featuring a large MSGM logo. The logo also featured prominently on the top, shorts, and socks.

This logo was the core of the styling of the remaining white and black looks. The MSGM logo was featured on caps, towels draped around the neck, and even on sneaker shoelaces, proving that logo play is a cornerstone of luxury street fashion.

Items include popular street fashion items such as shorts, aloha shirts, and tracksuit pants, with a succession of trends including yellow, floral motifs, digital camouflage, checks, South American ethnic designs, stripes, and transparent hoodies.

Massimo Giorgiotti's sense shines through in the color balance of the beige and pink mountain parkas, the layered checks, and the check and photo print coordination.

Text: Tatsuya Noda