The Party as Ritual, Fashion as Language: MSGM FW25
Words DOMENICO COSTANTINI
In a time when fashion is no longer just something to look at but something to experience, MSGM invites its audience to follow the rabbit. With this intriguing and irresistible phrase, the FW25 collection transforms into a multisensory journey that challenges how we see the world and sparks curiosity in unexpected ways.
This is not simply a fashion event—it’s a full-on happening. A space where performance art collides with clubbing aesthetics. The runway is reimagined: what was once a traditional catwalk becomes a dance floor, where music and fashion are no longer separate but merge into a unified ritual of complete immersion. Curated by La Festa in collaboration with MSGM, the evening was brought to life by the hypnotic beats of DJs RalfR and Boris from Berghain, whose music dissolved the boundaries between the stage and the audience, turning fashion into an active, immersive experience.
At the core of this collaboration is Bruce LaBruce, the Canadian filmmaker and photographer known for pushing the limits of queer cinema and counterculture. His provocative, boundary-pushing style adds another layer of narrative to the collection, challenging both social norms and the art world. “Choosing LaBruce,” explains Massimo Giorgetti, “was a direct response to the hedonism and narcissism of our time—the compulsive need to present ourselves through the lens of a camera.”
This collaboration goes beyond just the lookbook. It spills into a live performance that blurs the lines between photography and fashion. The images come to life, creating a fragmented, dystopian vision inspired by films like Donnie Darko and Gummo, as well as the surreal dreamscape of Alice in Wonderland’s White Rabbit. The runway, then, becomes a stage for this evolving narrative, where the audience is not just a viewer but an active participant, as dance, music, and fashion merge into a single sensory experience. It’s a journey into parallel realities, a meditation on both personal and collective transformation.
The collection itself reflects the tension between rebellion and inner chaos, with a mix of punk and grunge influences, combined with deconstructed tailoring that celebrates imperfection. The “Softcore” graphics navigate the space between innocence and transgression, while the slogan “I Love Mushrooms” brings in a playful, psychedelic edge. Sherpa textures and handcrafted details give depth and texture to outerwear, while marbled and washed denim brings a vintage rebelliousness to the forefront.
Following the rabbit means stepping beyond the familiar, entering a world where reality and imagination blend together. The enchanted forest in the narrative becomes a space for transformation, where anything is possible. Just like the swirling chaos of Gummo or the alternate universes of Donnie Darko, MSGM leads us into a whirlwind of beauty and destruction, where rebellion isn’t just an aesthetic but a radical act of introspection
