Over the last 10 years Massimo Giorgetti has built a label now that boasts 33 stores, 200 menswear accounts, and 600 womenswear, and which seems pretty well set for the future. His ultimately unspectacular tenure at Pucci aside—a difficult period that coincided with the death of his father and left him spread way too thin creatively—Giorgetti has emerged from his first decade in the business as one of the most successful self-starting fashion entrepreneurs of his generation.
This Pitti show was an anniversary shindig, for sure— Giorgetti credits his Florentine runway debut back in 2013 as being the key factor in kickstarting his menswear business—but it was not a retrospective. He said: “The collection is six months of work, and there is nothing archival—no looking back.
Boxy, loose, high-lapelled three button jackets reminiscent both of the silhouette we saw at Givenchy last night and at Versace in the 1990s and intermittently since were worn above soft cargo pocket pants or shorts. Camp collar shirts in lobster, poppy, or bandana paisley prints were mashed against pants and track jackets in lividly clashing two-tone leopard print. Sebago boat shoes and linen blousons and shorts featured naive graphics and heartfelt scrawled messages of summer love.
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