Label Love: MSGM

Recently I have come to realise that there is more to life than Zara. While their design team is wonderful and their shoes superlative, I have grown rather tired of responding to every clothing compliment or query with "Oh, it's from Zara." Thank goodness, then, for this season's new breed of accessible fashion labels.

One name to watch this season is MSGM, a Milan-based brand established back in 2009. Despite having built up considerable credibility in recent years, this season MSGM have truly come into their own with a strikingly contemporary collection.

Any collection which effortlessly pulls together spotted culottes, tartan cocoon coats, fur gilets and floral sweatshirts is sure to make even the most discerning of fashion folk stand to attention, and MSGM have done just that. 

The wearability of the collection is astounding. While the eclectic prints really ought to clash, the harmonious colour palettes and complimentary shapes ensure each and every look remains tasteful. Capes with ornate swirling applique are downplayed with monochromatic checks, while a dark floral dirndl skirt is given a touch of edge by way of a striped fisherman's jumper. 

Coats are this season's signature, with a zipped cocoon style available in an assortment of vibrant shades and finishes. Particularly impressive is the dark tartan coat with painterly floral detailing. It sounds so wrong, but looks so right for now: a little bit punk, a little bit pretty and a big bit modern. 

In essence, MSGM offers a reinvention of femininity which marries Italian sophistication with kaleidoscopic creativity for an instantly identifiable collection. 

Select pieces are available at Matches now and also My-Wardrobe, but stay tuned for even more MSGM delights this season. 

1. Aqua Coat- matchesfashion,com
2. Floral Sweater,
3. Floral Skirt,

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