MSGM Ties Up With Milanese Historic Pastry Shop Gattullo
MILAN — Passing by the historic Pasticceria Gattullo pastry shop here, one might notice a tweak to its old-school banner: a MSGM logo rendered in the same italic font stands next to the location’s original one.
In the latest of its roster of collaborations, the fashion brand founded by Massimo Giorgetti has tied up with the landmark food destination nestled in the Porta Lodovica area — a stone’s throw from Milan’s Navigli canals — on a pink and black-hued capsule collection dropping just in time for the holidays.
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Launching Tuesday, when a special aperitivo event will be hosted at Gattullo to mark the partnership, the range includes T-shirts, bowling shirts, sweaters, hoodies, a velvet cap and even a scrunchie bearing both logos or special prints. The latter reprises Gattullo’s signature offerings, ranging from the Mirtillino pastry with blueberry jam that is a must for breakfast to the historic Domenichino aperitif, a Campari-based drink the recipe for which is kept under wraps still today. Hence the playful claims popping on garments as per MSGM tradition, including one asking the cocktail’s secret.
Along with the apparel line and accessories, the collection includes several lifestyle items, such as a logoed cocktail shaker and glasses that will come in handy for those committed to replicating the drink at home. Priced between 40 euros and 300 euros, the range is exclusively available at MSGM stores and the brand’s e-commerce.
“The collaboration between MSGM and Gattullo is a tribute to Milan, a celebration of its tradition through one of the historical venues of a city that I love,” said Giorgetti, underscoring that the tie-up is an “opportunity to fully experience the unique moments of Milanese culture in a historical place like Gattullo.”
The pastry shop opened its first site in 1961 following a concept by Peppino Gattullo, who arrived in Milan from the Apulia region in 1926. He worked in the city’s most important bakeries, including San Babila, Sant’Ambroeus and Besana, becoming a master baker before eventually fulfilling his dream of launching a personal venture. His namesake location became a point of reference for Milan’s social life, gathering local artists, singers and comedians, especially in the ‘80s.
Its old-school wood interiors and chandeliers welcome loyal customers from breakfast to an aperitivo, serving everything from cakes, traditional brioches and Kranz pastry to salty snacks and sandwiches to accompany the long list of cocktails.
In 1980, the founder’s son Domenico was awarded the “Ambrogino d’Oro” by the former mayor of Milan Carlo Tognoli. Named after Milan’s patron Saint Ambrogio, the prize annually recognizes people and associations that stand out for their commitment and work for the common good. Gattullo was also acknowledged with the Order of Merit of the Italian Republic in 2009 and received the accolade for historic business in 2015.
While MSGM is not new to collaborations — it has forged ties with the likes of Fila, Eastpak, Diadora, Polaroid, Moon Boot, Toilet Paper and, most recently, Crash Baggage — the brand is an expert in celebrating Milanese hot spots. As reported, last year the label developed a similar project in partnership with the Pasticceria Cucchi pastry shop, which was already among Milan’s landmarks that Giorgetti spotlighted in his MSGM fall 2018 collection. Intended as a love letter to the city, that fashion lineup featured soccer-inspired prints on blanket scarves and sweaters that paid tribute to famous bars and bakeries, including also Jamaica, Bar Basso and Pravda Bar.
Linking up with local pastry shops for the holidays has become a frequent exercise for fashion houses, either for developing dedicated merchandising or to offer a different take on the Milanese signature panettone, the cake dotted with candied and dried fruits that’s traditionally eaten at Christmas.
As reported, this year Moschino created a special, golden version of the cake with the Martesana haute patisserie, while Etro collaborated with chefs Fabio Pisani and Alessandro Negrini from Michelin-starred restaurant “Il Luogo Aimo e Nadia” on an exclusive panettone coming in an embossed metal box decorated with the brand’s jacquard print. As for Giacomo Milano, which groups a range of go-to restaurants that attract the fashion crowd during fashion week, it released a limited-edition version of the cake in partnership with Cabana magazine.
Previous examples of similar marketing moves included The Attico teaming with the Sant Ambroeus café for a capsule that marked the reopening of the location last year and La DoubleJ brand’s takeover of Pasticceria Cucchi before the pandemic, when J.J. Martin put her signature flamboyant touch on the café’s interiors and packaging for the holiday season.
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