MSGM FW24 Challenges the Speed of Life
Designer Massimo Giorgetti ponders today’s brisk world, with a Milan Fashion Week runway show staged inside the city’s Porta Venezia subway station.
Massimo Giorgetti, the modish brain behind the young, eclectic and flamboyant Italian fashion label MSGM, questions the speed at which the world operates. “Does time
go faster than a motorbike? A subway? Technology?” he frenetically queries in the show notes for his Fall/Winter 2024 collection. “Do we really need to go that fast?”
With thoughts on tempo, the designer positioned his Milan Fashion Week runway in the Porta Venezia subway station for the city’s red metro line — a hasty train that pulsates through the fashion capital’s veins. His fashions, trotting past the Milan Metro’s colorful walls, offered a commentary on life’s hurriedness in a quite literal manner.
The collection included a number of collaborations: first, Giorgetti tapped the Foundation of Franco Albini, the architect and designer of the first M1 metro line, which opened in 1964. Fittingly, 2024 marks the subway’s 60th anniversary, making the partnership that much more special. In mode, Albini’s tubular handrails and subway motifs populate the collection as brooches and inlaid decorations on coats.
For prints, the designer employed Portuguese artist Tiago Alexandre, who places a thematic focus on velocity in his independent work. With Giorgetti, Alexandre created illustrations of motorcycle helmets, emphasizing the “protective elements for speed;” and his cautionary drawings became the focal point across the collection’s jacquard sweaters and buttoned shirts, which were typically found under blazers or tucked into loose trousers.
There was a distinct sparkle to Giorgetti’s collection that we’d be remiss not to mention. Sequins, feathers and glitter decorated a legion of hoodies, briefs and coats. In the final looks, a textural blue coat was puffed up to a boyish level, and denim ensembles enlisted kaleidoscopic rhinestones across their constructions.
On the topic of speed, Giorgetti has more questions: “Could it be that this is what we call growing up, getting old, living? Do we ever truly reach maturity?” Perhaps, the designer’s fanciful, final designs were a nod to his memories of childhood, the sprightly, naive mindset that keeps you away from those kinds of existential thoughts. After all, life is a race against time.
See MSGM’s Fall/Winter 2024 collection in the gallery above, and stay tuned to Hypebeast for more Milan Fashion Week coverage.
