The MSGM Men’s FW25 collection plunges us into a captivating narrative titled “Follow the Rabbit,” serving as both an invitation and a cautionary tale for those daring enough to wander off the beaten path. The iconic rabbit—a whimsical yet enigmatic motif throughout the collection—embodies transformation, leading us from a playful childhood whimsy into a darker, more complex reality. It’s a daring exploration of the delicate balance between innocence and the unsettling intricacies of adulthood.
At its core, this collection creatively weaves fragmented storytelling with an underpinning theme of destruction—visually and thematically. MSGM masterfully captures the tension between rebellion and societal disintegration, defining a provocative interplay of worlds that challenge our perceptions. Inspiration draws heavily from the cinematic and literary realms, channelling the eerie vibes of Donnie Darko alongside the raw edge of Gummo, interposed with the dreamlike enigma of the White Rabbit in Alice in Wonderland. These references echo the sentiments of early 2000s youth, attuned to rebellion and resonance with broader societal shifts. It encapsulates the allure of the unknown—an odyssey beckoning us to step beyond our comfort zones into uncharted territories.
Creative Direction: @massimogiorgetti
Photographer: @brucelabruce
Stylist: @patrickwelde
Casting: @barbaranicolicasting
Make up: @juryschiavi
Hair: @daniele_falzone
With the brilliance of Bruce LaBruce, whose photography adorns the collection, this presentation unabashedly embraces themes of unrest. The destruction depicted through LaBruce’s lens mirrors the chaos of the queer scene and punk ethos, entwining adolescent defiance with a gradual detachment from reality. Sartorial style boldly intertwines with psychedelic undertones and punk aesthetics, evidenced through “Softcore” graphics that exquisitely juxtapose innocence with transgression. The whimsical “I love mushrooms” slogan taps into an experimental zeitgeist that speaks volumes.
This collection doesn’t shy away from texture, showcasing washed and marbled denim that evokes grunge’s spirit, with “wrinkled” silhouettes adding an offbeat twist to refined tailoring. Hand-crafted gugliatura details and sherpa jacquard with its teddy-like softness amplify the exploration of outerwear and knitwear, alluding to a layered depth in design.
Massimo Giorgetti’s collaboration with LaBruce isn’t just aesthetic; it provokes vital conversations about our societal obsession with fame and vanity. “The choice of LaBruce is intentional; his work makes us reflect on the urgency to present ourselves to the world, to perpetually flicker under the flash of a camera,” shares Massimo, underscoring the collection’s ethos of self-expression and individuality.
Experience the pinnacle of this narrative in a dreamlike woodland where mushrooms flourish, blurring the lines of reality and fantasy, and unveiling mysteries that captivate and charm. The MSGM Men’s FW25 collection is not simply fashion—it’s an artwork journey that keeps us entranced and wanting more. We’re completely enamoured! Each image, captured by the iconic Bruce LaBruce, unfolds layers of narrative that compel the viewer to dive deeper into a world where style and concept collide spectacularly.
