MSGM SPRING SUMMER 2014 WOMEN’S COLLECTION – MILANO FASHION WEEK

Hollywood 1934 “Don the Beachcomber” opens up. Tiki mania becomes all the rage. Tiki: bizarre mix of primitivism and beach culture.

Hawaii vs Los Angeles, Honolulu vs Miami, Lifestyle vs Jet Set. Deco and Liberty contaminations. Hibiscus prints and paisley create a kaleidoscopic explosion of patterns.

The irreverent brand’s mission: to break the rules… to take over the cultural evolution of tiki style. Evolution and revolution.

“Allez Allez Allez…” Camille sings. “Allons MSGM Girls!” with all the pride of a feminist rebellion. “Prend la force dans la taille et dans les tallons”.

Furniture fabrics, woven mats with a clear futuristic flavour: shiny striped raffia and intertwined multicolour checked techno raffia. Lightweight neoprene with a punched flower design.

Three dimensional embroidery brings coloured plastic jungles to life Tiki/jungle prints on crêpe de chine and chiffon set an exotic mood. Hibiscus filigree prints, Tiki chandelier print. Multicolour strands for both the print and the embroidery

Split silhouettes on faille printed pareo skirts. Metropolitan contamination: crop tops and chevronne raffia mini skirts. Deal breaker: white men’s shirts slip into the looks Bows, folds and ruffles in parachute poplin are the new shapers.

Chocolate brown is the colour of the season. Deep brown and pink. Turquoise and orange. Sandy beige and mint green. And then there’s white.