MSGM's pre-fall 2013 orders are booming, and buying in the Japanese market has doubled. The brand was launched in Milan in 2008 by designer Massimo Giorgetti in partnership with the Paoloni Group. Currently, the brand is sold in 280 stores worldwide, primarily in Italy and the UK. Aoi Co., Ltd. began stocking the brand in Japan in Spring/Summer 2013. Its products are also available at ESTNATION, Opening Ceremony, and Beams. Typical items include coats, dresses, and jackets featuring floral and lace designs, and the brand's customer base is in their late 20s and 30s. At Isetan Shinjuku, patterned and tweed items and tops are selling well for Spring/Summer 2013, in addition to skirts, which have always been popular. Designs that immediately strike a "cute" vibe seem to be popular.

In the pre-fall collection, orders poured in for coats and capes with drop-shoulder silhouettes, and sweatshirts with logos.

The new Fall/Winter 2013-14 collection is inspired by English gardens and features digitally printed floral patterns, British-style checks and argyle, items using rich fur, and coats and dresses with unique shapes made from bonded materials. The main colors are pink, brown, and beige, giving off a feminine vibe.

According to a sales representative at Aoi, the Japanese distributor, brands such as Kenzo, Rag & Bone, Acne, and Carven, which, like MSGM, offer items in the affordable 20,000 to 30,000 yen price range, are doing well in the market, and items with logo designs are popular worldwide.