He passed away during his sleep in the night of March 20, 2023.

The website of the historic store from Rome ''Degli Effetti since 1979'' has always opened with the following sentence on its landing page:
''The boundary between fashion and art is imperceptible, because the element that unites them is spirit, sensibility, and visual obsession. But while the artist does everything himself, the fashion maker is the starting point of a long chain"

Sensibility and visual obsession have coexisted and shaped the spirit of research that has always been specific to Degli Effetti’s professional personality.

From the very beginning of the business, the eponymous multi-label store in Rome was distinguished by its consistent and relevant choices of creative brands, that were emerging at the time. He was passionate about brands that proposed unseen aesthetic models and communicated new cultural values.

In the context of clothing stores of that time Degli Effetti was absolutely atypical, unique, and sadly sometimes unconsidered.

However, in the course of time, he received a growing following from the general public and from artists that were known to the press. This caused Degli Effetti to get into the spotlight as well and to be highlighted in the Italian newspaper La Repubblica, for example. Sadly, back then the media wouldn’t consider the store yet for its uniqueness and artistic vision but somehow as a weird/odd/bizarre, unorthodox and almost otherworldly experiment.

In 1987, La Repubblica’s headline read as follows: 'An alien spaceship of Japanese fashion lands in the center of Rome'.
It took quite a while until also the press approved of Degli Effetti’s gusto and only then his presence, identity and importance for the Italian and international fashion scene was finally affirmed publicly.

Massimo Degli Effetti, as well as the set of multi-brand stores that in that era, against the tide, defended and promoted emerging research brands, contributed enormously to educate awareness and to attract the interest of the general public for these new, emerging generation of brands that later became the ones of reference for the Fashion market too.

He was a trailblazer. His charisma and personality was recognized and his visionary work has been regarded as an exemplary reference by the entire international professional community.

Our felt condolences to his family, friends and colleagues.
Massimo Degli Effetti will be dearly missed.