The collection plays with shapes and forms reminiscent of the seaside, with straight lines and soft curves mimicking the ebb and flow of the waves. Clean, minimalist silhouettes allow the fabrics to speak, with an emphasis on texture and material innovation. Fresh, lightweight materials are central to this season’s approach, inviting movement and evoking the ease of summer. MSGM’s tactile exploration is evident in its use of cloquet jersey, micro pleats, 3D embroidery, and wave-like inlays. Cotton tweed jacquards and sequined textures further the collection’s exploration of the organic, blending form and function in a nod to Eileen Gray’s belief that “design should respond to human needs.”
The fluidity of water is a recurring theme throughout the collection, expressed in curved lines and optical prints on poplin fabrics. Milanese artist Luca De Gaetano adds an artistic layer with his hand-painted spray flowers and watercolored broom prints, introducing a playful indie graphicism onto cotton canvas and mesh. MSGM’s signature hyperpop aesthetic comes alive in small, multicolored floral motifs printed on jersey, adding a touch of whimsy. An elastic grosgrain belt, a direct homage to Mario Bellini’s 1984 “Figura” chair for Vitra, bridges fashion and furniture design, reinforcing the collection’s focus on the intersection of different creative worlds.
The presentation of the collection itself is a bold extension of the narrative. In collaboration with Fosbury Architecture, MSGM transformed its headquarters into an imagined coastal environment. Blue sand mimicked the labyrinthine flow of waves, while a fluorescent yellow net wrapped the building, playfully decontextualizing the structure with an irreverent twist. The space served as a three-dimensional dialogue between fashion and architecture, fabrics and landscapes, and humanity’s relationship with its environment. This carefully crafted environment was as much a part of the collection as the garments themselves, enhancing the story of coastal summer living.
The Mediterranean served as a central theme throughout the presentation, not merely as a geographic reference but as an emotional concept. The collection channels the Mediterranean’s blend of simplicity and complexity, drawing upon its cultural and natural significance. The designs reflect the landscape’s contrasts, balancing sharp geometric lines with the soft, sinuous forms of waves and the horizon. It’s a continuation of the themes MSGM explored in their previous collection, “The Sea and I,” but with a fresh perspective that invites the viewer to experience the Mediterranean as both a physical and emotional destination.
The collection speaks to the brand’s deep understanding of how architecture and nature influence human life and, by extension, fashion. Through its homage to iconic designers and modernist architecture, MSGM creates a collection that celebrates the essential joy of summer, with pieces that capture the freedom, spontaneity, and fluidity of life by the sea.
View the collection in the Gallery below:
