Massimo Giorgetti has written many love letters to Milan through his collections, partnerships with iconic companies, local art fairs and cultural projects. The latest was its fall 2024 men's show, presented at the Porta Venezia metro station, inaugurated in 1964.
With a simple takeover through banners and posters, he made the Milanese crowd look at a familiar place with new eyes: like a “museum, with architecture and installations, colors, shapes and graphic intuitions,” as Giorgetti put it.
“A place of transit, the 'kingdom of chance', like life.” That's how he described the location in a sneak peek on Instagram before the show, calling the place “a lifelong obsession.”
Many elements converged in the realization of Giorgetti's “little big dream” of organizing an event there. Firstly, a collaboration with the Franco Albini Foundation, dedicated to the architect and designer of the same name who conceived his tubular handrail, the emblem of the subway.
Like a red thread, its curved shape appeared throughout the collection: as inlaid decoration on the coat that opened the show; as brooches pinned to a hoodie, and even in its original design taken from the base that a model cradled like an impractical purse.
The second major collaboration was with Google, being the first time that the technology company has linked up with a fashion brand. Giorgetti used the Google Pixel 8 device and its artificial intelligence potential to create all the prints in the collection. They represented the frenetic urban lifestyle and were dotted with flowy shirts, a bowling shirt and shorts.
While these seemed quintessentially MSGM, the overall collection pointed to a cleaner approach and higher direction that resulted in a compelling and covetable lineup.
Fuzzy knits and fluffy textures that suggest a cozy look for getting out of bed paraded alongside relaxed tailoring and adorable sequin polos with appeal that stretches from the desk to the dance floor. Quilted shirts and denim pieces marked with colorful studs, as well as quilted jackets with wave motifs, also offered a reinterpretation of daywear that could make everyday style a little less ordinary.
While it revealed a different vision for the youthful brand, the line still pulsed with the high energy that is a hallmark of the brand and busy subway stations.
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