Massimo Giorgetti says no to Social Media

In a historic moment in which social networks dominate the fashion industry in no uncertain terms, Massimo Giorgetti, MSGM creative director and founder, makes a decisive step back. The invitation to his next Milan show speaks clear: “Put back your phone and enjoy the show”. A maxim as simples as difficult to conceive nowadays.

While most part of his colleagues do their best to hoard the major number of social posts during their events, Massimo Giorgetti claims the necessity to go back and enjoy the little things, as observing the garments on the runway without the filter determined by the smartphone’s screen.

He makes an effort to maintain a discreet behaviour himself: “I also promise to not post images of the show until the Summer, when the collection will start hitting stores” he told WWD.

It’s a decision which aims to support (also) shops and print magazines, literally overwhelmed by social media’s immediacy recently: “If everything is out there immediately, people lose interest and everything looks so old in a second” Giorgetti continues.

Will the designer be able to convince his spectators that a dress seen live is better than 1000 likes on the same dress on Instagram?