Report: Backstage MSGM SS 2014
Liza Kologreeva
Our fashion editor went to Milan to attend shows and a trade show. Today he tells what happened on the backstage of Massimo Giorgetti, DJ and creator of MSGM.
MSGM staged a show where the Moschino anniversary show took place the day before - on Via A Maiocchi. Photographers, the most punctual people of Fashion Weeks, were at the spot second per second and waited about half an hour for them to be launched on the backstage. Even getting to the girls from the most influential PR agency, Karla Otto, who apologized with the same sweet smile for the delay both to Style.com and to us, did not help to go through earlier. It turns out that the MSGM team was waiting for an impressive van. It was logical to assume that they had brought the scenery, because before that Massimo Giorgetti had avoided the podium and made presentations - and what else. So, at the summer exhibition Pitti Uomo, skaters in his clothes drove inside a glowing cube. Milan Fashion Week requires designers, albeit young, more solid formats, but MSGM would not be MSGM with a defile on a sterile white catwalk. The hopes were not justified: the excellent industrial premises were decorated only with lamps-pipes, which were part of the same presentation with skaters on the Pitti Uomo.
MSGM has a pretty close backstage - a standard story for beginner brands with no millions of budgets (add to this the financial crisis in Italy). In a nutshell: in one room there are rails with clothes, and in the other they paint and brush. At one glance at the hangers, it is clear that the designer decided to devote the collection to Hawaii: he created dresses with tropical prints, shirts shaped like typical tourist shirts, and fringed skirts. There are wicker things that hint at the use of manual labor - perhaps Massimo Giorgetti used the weaving technique that is characteristic of the culture of the inhabitants of the islands. Compliments of journalists and photographers are caused by shoes - sandals with elements of sports sneakers, decorated with multi-colored stones and fringe and reminiscent of ornaments on the legs of limbo dancers.
The show is styled by Vogue editor Vivian Volpicella. She paces from rail to rail in an MSGM suit and pays a close look at the clothes. It is evident that she has everything thought out from and to: Viviana nods quite and gives herself a moment to joke with familiar journalists and photographers. If you squeeze into the dressing room from a room with clothes, you will see the most focused team in the world. And how do you want to behave when your producer - a woman with dreadlocks and wearing khaki clothes - shouts: "Guys, we have to start on time, really on time, otherwise the guests will leave!" In such an environment, you see only two relaxed people: a model who watches the show on the phone, and a photographer who, in unison with the radio, sings the Daft Punk hit "Get Lucky". David Bowie comes out with him even better.
M.A.C. is responsible for the makeup. Cosmetics, and make-up options, in fact, two: natural (this is the base tone, the absence of mascara and shadows) with red lips and natural with purple lips. The guys involved in the show (MSGM was originally a male brand), so it's interesting to see how they will be painted. One of the make-up artists tells us that it is a hundred times easier with the boys: it just corrected the tone, and it's done. Even a gray-haired photographer from Elle doesn’t decide between narrow rows of well-concentrated makeup artists and hairdressers, so he and all his colleagues click on every girl who comes out of make-up and hairstyles with a shout "I was made!". A few minutes later, the press begged to retire to the room with clothes. And after another two minutes, models begin to wear. Models girls without hesitation undress in front of models-guys and photographers, but the assistants of the show close them in hastily constructed screens. And yes, the show starts with a ridiculous delay, which no one even noticed.