Born in 1977, Massimo Giorgetti is the creative spirit behind MSGM, the brand launched by Paoloni in 2009. After passing his high school diploma, Giorgetti’s love of fashion is immediately evident with his first working experience in some of the most important boutiques of Riccione and in various international brand showrooms. In 1998, he is working in various style offices on product research, and two years later becomes the creative consultant for several sector companies, going on to collaborate with some of the most important brands on the international market. Not satisfied with a behind-the-scene fashion role, he uses his work experience abroad to start producing jeans and sweatshirts, applying his acquired knowledge and developing his interest in research, always paying attention to the accessibility of the finished product. From his very first used-look sweatshirts that are printed and then embroidered, up to a short break as a DJ in the music world, Massimo Giorgetti procures an infinity of sensations, acquiring all the necessary experience he needs to give life to MSGM, the contemporary brand name of the Paoloni group, completely Made in Italy. MSGM means color, fabric quality, attention to unexpected and unusual detail, often introduced as a ‘disruptive’ element in the garments. Inspiration comes from the designer’s own passions: primarily fashion and music (the Strokes and MGMT inspired the brand name), but also cinema and the arts.