MSGM
Founded in 2009 by Massimo Giorgetti with the Paoloni Group, MSGM is an Italian fashion house that quickly won international regard for bold, colorful, contemporary design. Digital prints and modern tailoring sit together: Italian craft, youthful energy, and a sense of streetwear.
At an international fashion week, holding a house in a single moment is a considerable task. Michèle Victoria (MuseVision) took it on with Nordstrom: a behind-the-scenes film at MSGM’s show during Milan Fashion Week, turned around in 24 hours. This is how the tension, the artistry, and the excitement of a high-profile show were held.
An identity made to extend over time
The schedule was tight, so pre-production was kept lean. The team worked closely with makeup artist Lynsey Alexander to understand the aesthetic of the collection, and the shoot days were planned with care. Backstage in Milan, cameras rolling, from the makeup to the last adjustment of a garment. The room was electric, full of the tension and the excitement that precede a major show.
With 24 hours to turn the footage into a finished film, the edit was relentless. The most compelling moments were chosen and cut into a narrative that was engaging, and true to the houses involved.
The finished film, a behind-the-scenes portrait, drew a strong response from Nordstrom and from MSGM. It showed the artistry and the tension behind a major show, and it sat with the aims of both houses.
