MSGM FW25: Follow the Rabbit

SøEdited Team:
SøCreative Director: Chris Saint Sims 
​SøFashion Director: Savannah Barthorpe​​​​​​​​​

​MSGM’s FW25 menswear collection, “Follow the Rabbit”, is a bold descent into a world where innocence gives way to complexity, and fantasy dances with disruption. Through the symbolic lens of the rabbit, designer Massimo Giorgetti leads us from a whimsical, almost childlike curiosity into a darker, introspective realm. 
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Drawing on cinematic cult classics like Donnie Darko and Gummo, as well as the literary echoes of Alice in Wonderland, the collection weaves themes of rebellion, transformation, and parallel realities. Grunge-washed denim, softcore graphics, and psychedelic slogans collide with textured sherpa jacquards and artisanal tailoring. The result is a rich, tactile narrative of chaos and craftsmanship. Visually, the collection fuses punk, grunge, and psychedelic aesthetics: marbled denim 

“I was drawn to how mushrooms echoed themes of experimentation and escapism. Artisanal touches—like hand-crafted gugliatura stitching—elevate the tactile richness of the outerwear and knitwear”.

MSGM FW25
Photo Shooting by Bruce LaBruce
@MSGM
Reference Studios Team