MSGM Fall Winter 2024-25 Men Fashion Show

MSGM Fall Winter 2024-25 Men Fashion Show

MSGM Fall Winter 2024-2025 Menswear collection fashion show at Milano Men Fashion Week FW24 (January 13, 2024).

Massimo Giorgetti once again proved his prowess with the MSGM Fall Winter 2024-2025 collection. This time, the designer chose an unconventional location for his showcase, transforming the Porta Venezia station of the Milanese subway into a subterranean runway. Giorgetti's keen sense of connection with Milan was evident, marking the 60th anniversary of the city's subway system and celebrating Italian design finesse from the '60s.

Emphasizing the connection with Milanese design, Giorgetti collaborated with the Franco Albini Foundation to bring a touch of the 1960s to the collection. The iconic curved handrails and typography of the subway, created by Franco Albini in 1964, became a central theme. These elements were cleverly integrated into the collection, serving as decorative motifs on hoodies, city coats, and even featured as a brooch on models. The unique shade of red derived from the handrails became a chromatic reference throughout the showcase.

True to MSGM style, Giorgetti embraced collaborations to enhance the collection's visual impact. This season saw a groundbreaking partnership with Google, marking the tech company's debut in the fashion world. Graphics generated by the Pixel 8 phone and its AI-based camera showcased images of subway trains in full acceleration, transformed into eye-catching prints. Additionally, Portuguese artist Tiago Alexandre contributed graphics from his totemic artworks of motorcycle helmets, which adorned jumpers, shirts, and other pieces in the collection.

Compared to MSGM's usual exuberance, the Fall Winter 2024-2025 collection exhibited a more concise and mature aesthetic. Giorgetti struck a balance between the brand's optimistic vibe and a slightly more grown-up feel. Reflecting on the passage of time, Giorgetti acknowledged the impermanence of things and the fast-paced nature of contemporary life. Despite this, the collection maintained a lightness of spirit and genuine open-mindedness.

In true MSGM fashion, the runway sparkled with an abundance of sequins, feathers, and other embellishments adorning sweats, briefs, and coats. Giorgetti injected a sense of childlike wonder into the collection, with looks featuring white socks and flat ballerinas or fluffy bedroom slippers. The juxtaposition of playful elements against the backdrop of a subway hinted at the designer's contemplation of life's fast pace.

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