MSGM FW24: The red line of the Milan metro as the origin of it all

Massimo Giorgetti reflects on the dizzying pace of big cities, on the frenetic life of the Milanese who cross the red line of the Milan metro every day. MSGM FW24 is the story of the current speed at which we live, told underground in the middle of the Porta Venezia metro station.

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MSGM takes to the Milan metro to make us reflect on our own lives too. Do we really have to go so fast? With accelerated rhythms of life and a constant sense of urgency, why don’t we give time a new value, why not slow down? As a starting point, Giorgietti invites us to take a closer look at the metro as a construction that has radically changed the city through his work with the Franco Albini Foundation. Architect and designer of the first M1 metro line inaugurated in 1964, Franco Albini was the architect of several designs for the Milan metro, such as the red tubular handrails. These emblematic objects of the underground are transformed into brooches and coat decorations for the new season.

Wool suits, voluminous coats, Bermuda shorts and polo shirts flood the catwalk. Although at first glance the collection may appear to be simple and minimalist, the prints and details we see on the pieces are the focal point of the story. Some reflect the Milan metropolitan area, others, like the motorbike helmets, are a collaboration with Portuguese artist Tiago Alexandre.

All prints are created thanks to unique images taken with Google Pixel 8 features and its AI-based camera. The MSGM team used Google Pixel 8 devices to create unique patterns. This collaboration between the Italian brand and Google is the tech company’s first with a fashion brand. And the dialogue between the two companies will continue until it is consummated at the Salone del Mobile.

That’s what MSGM FW24 was all about. To make us reflect on whether we really have to go so fast. Wasn’t time precious? May the speed that passes through all of us mortals, as it does this new collection, not make us lose focus.

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