MSGM - bold, vibrant, sporty, Italian, but not overtly sexy fashions
Milan-based label, whose founder Pucci has just named its creative director, recently opened its Hong Kong store - only its second in the world - in Causeway Bay
The contemporary fashion realm is booming thanks to a host of labels emerging from Europe. The latest is Milan-based MSGM, which recently opened its first boutique in Asia (and its second store globally). It comes at the perfect time — its founder Massimo Giorgetti was recently appointed creative director of Pucci, so he is someone to watch.
But what's so great about it? For a start, unlike most of the other Italian labels on sale in Hong Kong, MSGM is neither classic and conservative, nor overtly sexy. Inspired by the street and music (the name is a reference to rock acts The Strokes and MGMT), it's all about making a statement — bold prints, vibrant colours, sporty details and contrasting textures.
The new 1,000 sq ft Causeway Bay store features menswear, womenswear and accessories. Black-and-white marble surfaces are contrasted with fluorescent yellow stripes and neon lighting. It also serves as a store-cum-art gallery and will host exhibitions featuring works by contemporary artists handpicked by Giorgetti (currently on show is Dutch artist Thomas Raat who is known for his abstract forms and colours). The clothes are equally lustworthy, with plenty of exclusive pieces, including a black dress covered in colourful geometric shapes embellished with sequins (HK$6,899) and a cropped sweatshirt (HK$2,999). Other must-haves include the hummingbird prints from the spring-summer 2015 collection that appear on barely there slipdresses and sheer tops.
For those street-style moments there are flouro colours, bold stripes and tulle hoodies and dresses covered in alphabet appliqués spelling out the word "freedom".
MSGM, 57 Paterson Street, Causeway Bay, tel: 2456 4913, msgm.it