Photos by Carola Di Clemente
For Spring/Summer 2026, MSGM’s Creative Director Massimo Giorgetti traded the traditional runway for a spatial experience — an immersive presentation inside the brand’s flagship store in Milan. Designed in collaboration with Fosbury Architecture, the space became a surreal playground: wrapped furniture, displaced objects, and walls draped in shrink-wrap, creating a sense of both constraint and possibility.
The concept was rooted in a love letter to movement and risk. Cycling culture — from Tour de France grit to BMX freestyle — wove through the collection as a central motif. Jerseys, mesh tops, and graphic knits carried the pulse of speed, reimagined for a modern, style-conscious dreamer. Printed shirts bore blurred landscapes, suggesting motion even in stillness, while wide-legged trousers and boxy tailoring gave room to breathe.
The tension between structure and spontaneity played out in the details: floral tapestry jackets layered over slogan tees (“Ride Hard”), oversized knits in saturated yellow and pink, and playful embroidered characters perched on bicycles. In the space, bicycles themselves became part of the installation — not props, but sculptural extensions of the clothes.
Giorgetti’s SS26 vision merged the competitive edge of sportswear with the ease of streetwear, creating a wardrobe that feels both ready for performance and primed for the Milanese sidewalk. It was a collection that asked not just to be worn, but to be lived in — to carry its wearer into motion, risk, and the city’s restless rhythm.
