Milan isn’t just the glossy Quadrilatero or a pit stop for luxury overtourism—at least not in Massimo Giorgetti’s world. For him, the city is a living, shifting canvas where art, design, and underground music collide. “Milan is expanding at the edges,” he says, “where new creative communities are taking shape.” It’s there that Giorgetti is finding new fuel, energized by welcoming these voices into his practice.

This season, he scrapped the traditional runway show entirely; instead, his men’s collection took over his store, transformed by a bold intervention from Milan-based Fosbury Architecture, who cloaked the space in a Christo-esque wrap that practically erased the retail fixtures. A lo-fi video by Turbo Studio set the tone, but the real star of the presentation was the 24.7 Fastlife Collective, a crew of young acrobatic bikers whose daredevil spirit inspired MSGM’s take on men’s, and that was also captured in the lookbook’s images.

“I like to create collisions and accidents between different artistic languages,” Giorgetti said at a preview. Yet despite the talk of creative crashes, his ethos is anything but reckless. Giorgetti isn’t out to shock, his approach is more conciliatory than confrontational. From the 24.7 Fastlife Collective, he drew not rebellion, but raw energy—the speed, the adrenaline, the rush. That vibe replaced logos on mesh tees and sweats with wording like Dopamine, Antidoping, and Endorphins, alongside nods to classic cycling culture; the Tour de France’s yellow and the Giro d’Italia’s pink jerseys, were reworked into sweats, cotton knits, and oversized shirting.

The pieces were hybrid and functional, wired with a high-performance vibe. But Giorgetti, an avid mountain biker, dialed in a personal touch: natural landscapes snapped on his iPhone mid-ride were turned into prints on oversized shirting or knitted waistcoats. Pajama-like tailoring with contrasting piping was crafted from malleable triacetate jersey—the same fabric used for tracksuits—blending comfort with a sporty edge.

In an out-of-context dash, Giorgetti turned thick floral Gobelin tapestry into a zip-up bomber with matching shorts, basically, haute upholstery with a BMX pulse. “It’s like wearing your living room armchair,” he joked. After all that high-speed biking adrenaline, a soft-landing crash straight into the couch would definitely be more than welcome.