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Designer Massimo Giorgetti recently debuted his first collection for Emilio Pucci after replacing Peter Dundas as the creative director of the Italian luxury label. For his own brand, Giorgetti took the MSGM girl to SoCal central and embraced the skateboard culture. The MSGM Spring 2016 ready-to-wear collection features silver chains dangling from frayed hem dresses and poplin skirts, tops adorned with large ruffles, and a heavy dose of plaid.

Founder: Massimo Giorgetti in partnership with the Paoloni Group

Owner: Paoloni Group

Designer: Massimo Giorgetti

Year Established: 2009

Spring 2016 Inspiration: The skateboard film Lords of Dogtown.

Star Pieces: Those ruffles; a colorful fringed basket weave dress; and a burgundy shredded plaid coat.

The Middle Eastern Sale: Statement separates for the street style star that can tackle ruffles, sparkles, and chains.

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