Massimo Giorgetti’s MSGM Fall 2015 Ad Campaign

Six years ago, Massimo Giorgetti started MSGM. The brand became popular because of its clashing prints, pops of neon, and youthful looks. MSGM received mainstream success when it got added to the Milan fashion calendar.

The brand has since evolved since it’s debut in 2009. For Fall ’15, MSGM focuses on texture instead of prints. “I was 32 when I started MSGM, and now I’m 38. I grew up!” he told Style.com. “It’s normal to have an evolution, for designers and for your private life. For me, it’s natural. I started with digital prints, really fun clothes, very colorful and playful. And now I think it’s time to do something different, but always in the MSGM way. We have a very strong DNA. In this collection, the DNA is in the colors—yellow, orange, blue, pink, red—and the way I mixed them.”

Style.com debuted the ad on their site and it shows Giorgetti‘s latest collection in a new light. His muses Anna Grostina, Agnes Nieske, and Artur Chruszcz styles in colorblock ensembles.

“The set was inspired by such artists as Jeff Koons; Claes Oldenburg, famous for his larger-than-life sculptures of everyday objects like ice cream cones; and Gaetano Pesce, who designed the cult-classic bubble chairs in 1969,” according to Style.com. “It’s very Pop art, very fun, very crazy,” Giorgetti said. “I think it’s important to be ironic, to be playful,” he added. “When I started MSGM, I thought about young girls. Now when I design a collection, I’m thinking of a young woman. It’s a bit different, but the feeling of youth is important. I think it’s the secret of fashion right now.”