Award for cutest campaign in absolutely ages goes to the one and only MSGM. Uniting Massimo Giorgetti and photographer Walter Pfeiffer, the word du jour is irreverence, and the campaign shows you just how to embody it – shrug on your polka coat, leap into the air and pull out some Morrissey-esque floral props.

“For me, working at MSGM campaign with Walter Pfeiffer was a great honour,” said Giorgetti. “I love his work: his aesthetic is very close to mine and Walter and his photography have always been a source of inspiration to me. A dream that comes true. A great joy. Strong colours, stripes, polka dots, but also courage, youthful spirit, beauty and irreverence, are the main characteristics that  link Walter to me and to MSGM.”

The campaign showcases the AW16 collection, comprised of loud tartan checks, PVC puffas and a handful of sequins and velvet thrown in for good measure. Pfeiffer was undeniably the perfect collaborator for the fashion house, saying: “MSGM, too marvelous for words! It was such a great pleasure to work with Massimo and his team. Given my passion for youth culture, this was a perfect match.”