Fashionistos and gourmets alike have reason to celebrate this festive season as MSGM unveils a collaboration with Pasticceria Gattullo, a historic Milanese pastry shop. The partnership, symbolised by the intertwined logos on Gattullo’s iconic banner, heralds a unique blend of style and tradition in the heart of Milan’s bustling Porta Lodovica district.
Massimo Giorgetti, the visionary behind MSGM, has once again demonstrated his talent for innovative partnerships. This latest venture, timed to coincide with the festive season, sees Gattullo’s pastry expertise merge with MSGM’s fashion-forward sensibilities. The resulting capsule collection, launched with a special aperitivo event at Gattullo, is a vibrant expression of Milanese culture and its inherent charm.
The collection features a range of fashion items including T-shirts, bowling shirts, jumpers and hoodies, all adorned with the combined logos or unique prints inspired by Gattullo’s culinary delights. In particular, the items feature playful slogans, a staple of MSGM‘s creative approach. The range extends beyond clothing to include lifestyle products such as a logoed cocktail shaker and glasses, perfect for those who want to recreate Gattullo’s signature Domenichino aperitif at home.
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Giorgetti’s enthusiasm for the collaboration is palpable. “This partnership is not only a tribute to Milan, but also an invitation to immerse oneself in Milanese culture,” he explains. The exclusivity of the collection, available only in MSGM stores and through its e-commerce platform, adds to its appeal.
Founded in 1961 by Peppino Gattullo, Pasticceria Gattullo is steeped in Milanese history and its vibrant social fabric. From its traditional wooden interior to its wide range of products, from pastries to aperitifs, Gattullo was a cornerstone of Milanese social life, especially in the 1980s.
MSGM’s history of collaborations is rich and varied, including partnerships with brands such as Fila, Eastpak and Crash Baggage. However, a recurring theme is a focus on celebrating Milan’s cultural landmarks, as seen in its previous collaboration with Pasticceria Cucchi. These partnerships highlight the brand’s creative versatility, but also its commitment to honouring Milan’s heritage.
The trend for fashion houses to engage with local culinary traditions, especially during the holiday season, is gaining traction in Milan. Brands such as Moschino and Etro are also exploring this space, creating unique offerings that combine fashion with local gastronomy.