MSGM Unveils Fall 2024 Collection at Iconic Milan Subway Station, Redefining Everyday Style
Italian fashion designer Massimo Giorgetti has once again showcased his love for Milan in his latest collection. This time, Giorgetti chose the iconic Porta Venezia subway station, which was inaugurated in 1964, as the venue for his men’s fall 2024 show. With a simple takeover through banners and posters, Giorgetti transformed the familiar space into something new and exciting.
Describing the subway station as a museum, with architecture and installations, colors, shapes, and graphic intuitions, Giorgetti provided the Milanese crowd with a fresh perspective on their daily surroundings. The location held a special place in his heart, stating on Instagram before the show that it had been a lifelong obsession of his.
The realization of Giorgetti’s dream to stage an event at the Porta Venezia subway station involved several collaborations. The first was with the Franco Albini Foundation, dedicated to the architect and designer who created the station’s distinctive tubular handrails. These curved shapes became a recurring element in the collection, appearing as inlaid decoration on a coat, brooches pinned on a hoodie, and even as a handbag inspired by the foundation’s original design.
The second major collaboration was with Google, marking the tech giant’s first venture into the world of fashion. Giorgetti utilized the Google Pixel 8 device and its AI capabilities to create all the prints in the collection. These prints depicted the frenetic urban lifestyle and were showcased on fluid shirts, a bowling shirt, and shorts.
While still quintessentially MSGM, the overall collection showcased a cleaner and more elevated direction. The lineup featured cozy fuzzy knits and fluffy textures alongside relaxed tailoring and sequined polo shirts with a versatile appeal. Padded shirts, denim pieces adorned with colorful studs, and quilted jackets with wavy motifs provided a fresh take on everyday wear, redefining ordinary style.
Despite the different approach, the collection maintained the high-energy vibe that is characteristic of the MSGM brand, resonating with the lively atmosphere of busy subway stations.
Massimo Giorgetti’s fall 2024 collection at the Porta Venezia subway station successfully reimagined everyday style and captured the essence of Milan’s vibrant spirit. With collaborations with the Franco Albini Foundation and Google, Giorgetti’s vision came to life, combining architectural influences, AI prints, and contemporary designs. The collection offered a balanced blend of cozy comfort and elevated fashion, presenting a new perspective on youthfulness and making everyday style anything but ordinary.
In summary, MSGM’s fall 2024 collection at the iconic Porta Venezia subway station in Milan was a testament to Massimo Giorgetti’s love for the city. Through collaborations and unique design choices, Giorgetti redefined everyday style while maintaining the brand’s energetic essence. With architectural elements and AI-created prints, the collection provided a fresh and elevated take on youthfulness, capturing the attention of fashion enthusiasts worldwide.
