MSGM SS25 Is a Paint-Splattered Canvas of Summertime Expression

MSGM has never lost sight of its youth, and today’s runway show proved it. Massimo Giorgetti‘s flamboyant rulebook rewrote the second day of Milan Fashion Week with an uplifting poise, making Spring/Summer 2025 a blank canvas for him to play with.

The designer welcomed the fashion glitterati to the Milanese outskirts, hosting the runway show in a vacant graffiti-sprayed building lined with glass casings painted as guests arrived. As the collection started, artists behind the screens chucked blue, green, yellow, and pink paintballs, mimicking SS25’s bold palette in real-time. Buzzing bees and crashing wave sounds flowed through the range of co-ed looks remodeled by Giorgetti’s concept of modern Italian life, which dived into the ocean like the makeshift sailor caps delivered as show invitations.

The first model marched down the runway wearing a paper hat in vibrant red, complemented by slouchy suiting and a striped button-down that peaked through the open neckline. Abstract florals jumped from look to look with clashing prints primed for summertime accompanied by coordinating bucket hats and woven tote bags. Patent leather trench coats shined under the spotlight, followed by knitted tops and tees with illustrative geometry and live sea animals. Beach boys headed to open waters on sketched button-downs, moving into formalwear with deconstructed panels saturated in uneven stripes grounded in illusion. MSGM debuted its inaugural New Balance collaboration on the runway, rushing models down the aisles in low-top kicks enlivened by vibrant laces.

Take a closer look at MSGM’s SS25 collection in the gallery above, and stay tuned for more Milan Fashion Week content on Hypebeast.