This past weekend, Italian brand MSGM—launched in 2009 by DJ-turned designer Massimo Giorgetti—celebrated 10 years of existence with the opening of its new flagship store in the center of Milan. Throughout the years, MSGM has not only found its place in Milan’s luxury fashion scene—long dominated by the dynastic houses synonymous with Italian fashion—but has breathed fresh life into the market. While Giorgetti’s acid-bright colors and bold logos have made MSGM a favorite of names like Hailey Baldwin and Beyoncé, the brand’s lifeblood is still the Milanese youth, which flocked to its new flagship following Giorgetti’s Spring/Summer 2020 10th anniversary show on Saturday. For the commemorative event, Document spoke with some of MSGM’s most fervent fans about the colorful new generation of Italian fashion.

Sae Kamata.

Sae Kamata, makeup director

Jordan Anderson—How would you describe your style in three words?

Sae Kamata—Fun, elegant, and playful.

Jordan—Do you prefer to shop online or in-store?

Sae—In store because I prefer seeing the real pieces and testing the quality, as opposed to online shopping where you can only judge from the images.

Jordan—What is your definition of Milanese fashion?

Sae—It’s the first place to go for fashion, it’s the most innovative of all cities, because it’s always so fresh.

Jordan—What is so special about MSGM, what is it that draws you to the brand?

Sae—I’m an older woman, sometimes I feel a bit elderly, so I’m always looking for outfits that are interesting yet at the same time classy, and of course that makes me feel much younger than I actually am. I also love the brand because they often use bright and colors and play around with interesting designs.

Rocco Fasano.

Rocco Fasano, actor

Jordan—How would you describe your style in three words?

Rocco Fasano—Personal, minimal, eccentric.

Jordan—Do you prefer to shop online or in-store?

Rocco—I prefer to shop in person because I can very practically try the clothes on, online that’s not possible. So it’s better to have the feeling of what’s right for you or not.

Jordan—What is your definition of Milanese/Italian fashion?

Rocco—It means not being afraid of pushing the limits. Our history includes a long list of fashion masterpieces that have been around for a long time, and the influence shows.

Jordan—What is so special about MSGM?

Rocco—It mixes elements of collective common fantasy with elements of basic fashion in such an original way. So mixing a basic shirt with a very interesting print, like the shirt I’m wearing. I think there’s a lot of both beauty and contrast, which I love.

Elvis Furlan.

Elvis Furlan, fashion design student

Jordan—How would you describe your style in three words?

Elvis Furlan—Modern, classic, fun.

Jordan—Do you prefer to shop online or in-store?

Elvis—In person because I can touch and feel the fabrics, which is much more interesting than shopping online.

Jordan—What is your definition of Italian fashion?

Elvis—Italian fashion is FASHION. That’s it.

Jordan—What draws you to MSGM?

Elvis—I like MSGM because it’s fairly a new brand, it’s fresh and they mix colors with modern and classic style. It’s an alternative brand done with quality and proper style.

Alessandra Pistolesi.

Alessandra Pistolesi, stylist

Jordan—How would you describe your style in three words?

Alessandra Pistolesi—Strong, irreverent, collaborative.

Jordan—Do you prefer to shop online or in-store?

Alessandra—In store because the experience of the fabrics, and trying something on in person is not the same as seeing it online, and seeing it being worn.

Jordan—What is your definition of Italian fashion?

Alessandra—It surely means a statement, but at the same time not following international fashion, rather being one of its own.

Jordan—What is so special about MSGM?

Alessandra—After working with them on a few projects, I like the fact that they highlight and represent young Italian fashion in a modern yet interesting way, while also being true to the Italian spirit.

Jess Glynne.

Jess Glynne, singer

Jordan—How would you describe your style in three words?

Jess—Relaxed, edgy, me.

Jordan—Do you prefer to shop online or in-store?

Jess—I prefer in-store because I love feeling, I love being able to touch, and to see how something looks against my body. So I struggle sometimes when I shop online and it comes and it’s not what I think it is at all.

Jordan—What is your definition of Milanese fashion?

Jess—I would sum it up as classy, fun, and it makes you feel good. It’s one of my favourite places to be for fashion.

Jordan—What is so special about MSGM, what is it that draws you to the brand?

Jess—I love them because they are me. They mix comfort with class. Personally, I like dressing up, but I like being comfortable.

Eva Geraldine.

Eva Geraldine, stylist

Jordan—How would you describe your style in three words?

Eva Geraldine—Classic, quirky, eclectic.

Jordan—Do you prefer to shop online or in-store?

Eva—I prefer in-store because I love to try things on and play with them before purchase.

Jordan—What is your definition of Italian fashion?

Eva—Its heritage, mixed bourgeoisie, and a touch of crazy.

Jordan—Why do you love MSGM?

Eva—I love MSGM because I was probably one of the first clients ever, and me and Massimo grew up together. Also because it’s become something that offers ‘sexy’ in the most contemporary way. Femininity and masculinity. Massimo just knows how to mix things in the most interesting ways.

Marianne Mirage.

Marianne Mirage, singer/songwriter

Jordan—How would you describe your style in three words?

Marianne Mirage—Super rock, elegant, sexy.

Jordan—Do you prefer to shop online or in-store?

Marianne—Online because I can find strange things that fit my style. Like high heels, sunglasses, and interesting pieces.

Jordan—What is your definition of Milanese fashion?

Marianne—Milanese fashion is very bourgeoisie and intimate.

Jordan—What is so special about MSGM, what draws you to the brand?

Marianne—For me, it’s important to feel powerful, and finding ways to embrace similar feelings to those I get when I play my electric guitar. Often the style of MSGM perfectly matches the feel and rush of performing.