Founded in Milan in 2009 by Massimo Giorgetti, MSGM proved capable of interpreting the latest trends in an original and kaleidoscopic manner, with a vocation for anything that is current and immediate and an ability to reinterpret the past through a modern language as well as to read and anticipate the future. This volume traces the history of the brand over the last ten years, following an instinctive, nonconventional flow, true to its DNA. Moments from Massimo s private life and his passions and inspirations are intertwined with the main photographic narrative, with striking full-page visuals from the brand s most acclaimed shows, campaigns, setups, and collaborations with the worlds of art and music. A conversation between the creative director and journalist Charlie Porter complements this journey into MSGM s saturated universe, making MSGM 10! a must-have reference for all fashion enthusiasts.