MSGM’s Latest Collab Is Not Afraid of Airline Damages
MILAN — In signature MSGM fashion, the Italian brand has added another youthful tie-up to its roster of collaborations.
This time the brand founded by Massimo Giorgetti has teamed with luggage label Crash Baggage on a range that will playfully exorcise all travelers’ worries about having airlines damage their belongings by offering already-dented suitcases and backpacks.
More from WWD
Giorgetti underscored that the tie-up with the Venice-based brand came to life naturally and “allowed us to explore a fun and daring side of fashion.”
Available in different sizes and mainly in shiny black shade or popping green hues, the accessories all bear the claim “I Have a Crash on You,” which additionally appears on a white T-shirt.
According to Giorgetti, the sentence “adds a layer of intrigue, inviting people to play with its dual meaning. It’s about celebrating love, adventure and the joy of discovery.”
The designer added that the whole project is about “encounters and breakups, which are the most natural things that can happen in our journeys. The important thing is that they never leave us unaffected.”
A dedicated campaign marking the tie-up will reprise the concept, flanked by three video teasers dubbed “The Encounter,” “The Date” and “The Farewell.”
Dropping on Thursday, the collection will retail at prices ranging from 115 euros for the T-shirt to 450 euros for the large-sized luggage. The range will be available at MSGM stores in Milan and London, both brands’ e-commerce platforms, as well as at a selection of wholesalers globally.
MSGM is not new to collaborations, having forged ties with the likes of Fila, Eastpak, Diadora, Polaroid, Moon Boot, Toilet Paper and even Milanese pastry shop Cucchi through the years. What remains unvaried is the youthful spirit the brand approaches these projects with: for one, an ironic misspelling also defined the most recent collaboration with Heineken Italia aimed at celebrating the 150th anniversary of the Dutch beer brand over the summer.
Launched in 2013, Crash Baggage made a name for itself with its signature dented designs and its “handle without care” motto, which telegraphs the brand’s overall fun and stress-free ethos.
Best of WWD
