MSGM
MSGM is a Milan contemporary label founded in 2009 by Massimo Giorgetti with backing from manufacturer Manifattura Paoloni. It builds collections around saturated colour, graphic florals, painterly prints and logo jersey, mixing Italian tailoring with sportswear shapes: printed sweatshirts, varsity and track jackets, slogan tees, pleated dresses and knitwear. Giorgetti remains creative director, showing men's and women's collections during Milan Fashion Week, frequently around his art space Ordet. Private equity fund Style Capital, a shareholder since 2018, raised its holding to majority control in 2026 after the Paoloni family exited; Style Capital founder Roberta Benaglia is CEO and is leading a multi-year turnaround.
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