Fashion had been Massimo Giorgetti’s passion from a young age. He studied accounting, but soon realised his heart lay elsewhere. He then took a job in a boutique as a sales clerk. After moving from clothing salesman to creative consultant, Massimo is now CEO and creative director of one of the most exciting and innovative brands in the world.

The former DJ saw a niche in the Italian market for modern, affordable fashion. With three friends, he developed his ideas to create MSGM in 2009. The brand was new and intriguing, and quickly gained a following on the online world of fashion bloggers. His designs were aimed at a young public that like to be noticed. By honing skills from his DJ past, his was able to mix a variety of aesthetics within his collections.

His young and motivated team are focused on creating captivating trends, with the clothes expressing creative freedom. Featuring bright colours and vivid computer generated prints, the collection is influenced by contemporary music and art. Massimo channels his ideas from new generations, and is inspired by the revolution of the new millennium.

The range for kids has incorporated all the brand’s style and values to create stand out, quirky pieces that you’ll want for yourself. With their block colours, and vibrant prints, they are quickly becoming a brand favourite amongst children as well as adults.

Find the full range here at Zee & Co.