"FOLLOW THE RABBIT"
MEN'S FW25 COLLECTION - MEN FALL WINTER 2025
The MSGM Men’s FW25collection invites us on a journey, “Follow the Rabbit” acts both as an invitation and a warning, guiding those curious enough to explore unknown paths. The rabbit, a recurring and mysterious symbol in the collection, represents more than just a motif—it marks the beginning of transformation.
hat starts in a playful, almost childlike manner slowly shifts into something darker and more complex.This evolution reflects the passage from innocence to a more mature, sometimes unsettling reality, where two worlds blend seamlessly. This evolution is deeply influenced by fragmented, non-linear storytelling, with destruction as both a visual and thematic force. The collection captures the tension between rebellion, societal collapse, and the interplay of parallel worlds, creating a delicate balance of chaos and introspection.Inspired by a mix of cinematic and literary references from the disturbing world of Donnie Darko to the raw appeal of Gummo and the dreamlike symbolism of the White Rabbit in Alice in Wonderland—the collection delves into the tension between simplicity and intricacy, purity and sophistication.
These two films represent the generation of the early 2000s, highlighting their struggles and rebellion as a reflection of societal shifts. This progression captures a delicate balance between charm and something more elusive—an underlying mystery that speaks to the profundity of the narrative. It is an odyssey of transformation, one that invites moving from the known into the unexplored. Themes of rebellion, societal collapse, and the interplay of parallel worlds create a compelling triangulation of disruption and introspection. The tornado in Gummo serves as a metaphor for destruction, mirroring themes of societal collapse that resonate with both the queer scene and punk movements, Similarly, Donnie Darko delves into adolescent rebellion and a gradual detachment from reality, where parallel worlds symbolize a disintegration. Together, these references serve as a foundation for the collection’s exploration of transformation, rebellion, and the beauty found in destruction.
Sartorial style merges with psychedelic and punk aesthetics in this collection. The “Softcore" graphics playfully contrast innocence and transgression, while the "I love mushrooms" slogan evokes a visionary, experimental era. Washed and marbled denim captures the essence of grunge, with "wrinkled" pieces breaking the precision of tailoring and introducing a sense of irregularity. The collection showcases hand-crafted gugliatura details, the inclusion of sherpa jacquard with a teddylike texture adds an extra layer of depth with a focus on the intricate development of outerwear and knitwear. At the core of this collection lies a collaboration between Massimo Giorgetti and Bruce LaBruce, the renowned Canadian photographer known for his bold, thought-provoking work.
During the event, the collection’s look-book will come to life, offering an immersive experience that provides a deeper understanding of MSGM’s creative vision. “The choice of LaBruce is intentional; it provokes reflection on society’s obsession with narcissism and hedonism, mirroring our times,” Massimo says. “It highlights the almost frantic need to display oneself in front of a camera.” This presentation will bridge the worlds of fashion, art, and culture, creating a space where individuality and self-expression are celebrated. This journey reaches its peak in embracing the unknown. It begins in a fairy-tale forest, a magical woodland where mushrooms grow, and the lines between reality and fantasy blur. This enchanted environment is imbued with mystery and charm. Through a refined exploration of contrasts, the collection invites its audience to surrender to the unfamiliar and emerge with a transformed sense of identity
