Massimo Giorgetti

Finding commercial and critical success with his own contemporary label MSGM and hailed as one of the most promising young designers to come out of Milan, Giorgetti was appointed creative director of Pucci in Spring 2015. His arrival was hoped to herald a new era for the luxury label, with Giorgetti expected to bring a fresh, youthful signature to the brand. After a two-year stint, however, the designer exited the LVMH-owned fashion house to focus on the growth of his own burgeoning label.

Italian-born Giorgetti didn’t follow the most conventional path into fashion. He studied accountancy and after finishing his exams quickly decided to head in a different direction, taking a job in retail, as a sales clerk at a boutique in Rimini.

Spotting a space in the market for a modern Italian brand with an affordable price point, in 2009, Giorgetti launched MSGM out of Milan, in partnership with the Paoloni Group. MSGM built cult status amongst a youthful fashion crowd and Giorgetti’s bold, technicolour prints became his signature. Giorgetti cites music as his main influence (he spent several years working as a DJ) describing his designs as “music for your eyes.” In 2010, the brand won the Vogue Italia AltaRoma “Who Is On Next?” award and over the next five years grew into a $45 million business, with over 600 points of sale globally.

Taking over as creative director at Pucci from Peter Dundas , whose six-year tenure cemented the brand’s sexy aesthetic, Giorgetti’s arrival at Pucci marked a dramatic departure for the brand. In April 2017, he announced he would be stepping down from the Pucci to focus on his own label.

"This experience with Emilio Pucci, one of the most representative and historic brands in fashion was an inspiring journey, which has also contributed to my professional growth," the designer told BoF. "Today my brand needs more and more of my attention and all my energy. I would like to thank Laudomia Pucci, the LVMH group, Mauro Grimaldi and all of the Emilio Pucci team, for supporting me in the beautiful adventure."