MSGM is strengthening its position in Asia, particularly in South Korea. As it prepares to celebrate its fifteenth anniversary, designer Massimo Giorgetti‘s Italian ready-to-wear brand has announced a major partnership with South Korean distributor I.D. Look.
 

This group, founded in 1988, specialises in the lifestyle and contemporary fashion segment. It distributes over a dozen brands, mainly French, in South Korea and Japan, including A.P.C., Sandro, Claudie Pierlot and Maje, as well as Marimekko, Essentiel Antwerp, Keith and Il Bisonte.
 
As part of this agreement with I.D. Look, ten MSGM mono-brand shops are due to open in South Korea by 2028. The first stores are scheduled to open in autumn 2024. For the Italian label, this partnership “has a very important strategic significance”, enabling it to “consolidate and strengthen its presence in this market”, in terms of both brand awareness and the shopping experience through dedicated shops.

“With ambitious growth targets, MSGM and I.D. Look are joining forces to explore new opportunities and continue to support the brand’s experimental and distinctive character on the Korean fashion scene,” said the brand in a statement. Apart from its flagship shop in Milan, the brand’s main shops are in Asia, where it is present in around fifteen outlets in Japan, China, Macau, Taiwan and Malaysia.
 
The rest is distributed through more than 500 retailers in Asia, Europe and America. Known for its cheerful, fresh and colourful style, combining streetwear and tailoring, MSGM was founded in 2009 with the support of Manifattura Paoloni, which produces its collections and holds 49% of the capital alongside Massimo Giorgetti (19%) and the Italian fund Style Capital (32%).
 
Over the years, the brand, which caters for women, men and children, has enriched its offering by expanding into the accessories segment with shoes, bags, jewellery and lifestyle items. After blowing out its 10th birthday candle at Pitti Uomo in 2019, it is planning an anniversary show for its 15th birthday during Milan Fashion Week, where it made its debut in June 2009. On 15 June, it will present its new men’s collection for summer 2025 and its women’s pre-collection for spring.