“It’s good to step out of one’s comfort zone from time to time,” said Massimo Giorgetti ahead of the happening he staged to present his MSGM men’s fall 2025 lineup.
The designer was quite literal in his approach, opting for an alternative club far from the Milanese palazzos and historic hot spots he has long paid tribute to with his projects and collections. He also switched format, trading standard runway shows and daytime presentations for a nocturnal gathering that saw models in his new clothes mingle and party with guests. Meanwhile, filmmaker, photographer and artist Bruce LaBruce was tasked with capturing the vibe on site as well as create the look book images of the collection.
“There’s so much talk about the crisis of clubs, but if the youth stops having fun and all it does is be on TikTok all the time, the world is over,” Giorgetti said. “This was an invitation to party IRL again and probably also show a little bit of truth, of what really happens and not just what each of us wants to show others [on social media],” he added, addressing today’s on-screen narcissism and hedonism.
Giorgetti is known for his penchant for analyzing youth culture, turning his natural talent for connecting with younger generations into the engine of his MSGM brand. Yet the result this time had a darker and grungier undercurrent compared to its usually mood-boosting, sunny aesthetics.
He went down the rabbit hole, taking inspiration from two key movies of the late ‘90s and early 2000s — Harmony Korine’s “Gummo” and Richard Kelly’s “Donnie Darko” — bringing their mood and themes into the collection.
Rabbits popped up in a watercolor illustration on MSGM’s signature bowling shirts, prints splashed on T-shirts, a new logo embroidered on hoodies and as animalier-nodding motif covering a furry teddy bear-like coat.
Mushrooms were another recurrent pattern, with a cheeky undertone best expressed in the brand’s new slogan shirt bluntly reading “I love mushrooms.”
Yet the fresher injections came from the grungier mood channeled via washed out denim and faded jersey, checkered layering and fuzzy knits, as well as from the sexiness of sleek black eco-leather pieces, which sealed the darker energy of this collection.
