MSGM returns with its Call to Art for SS25, launching a new capsule collection that embraces sustainability and visual provocation. It’s called FANTASTIC GREEN, and it’s the result of a collaboration with Giga Design Studio, a Milan-based studio that radically and contemporarily blends technology, visual culture, and storytelling.
The project is much more than just a collection: it’s a true visual manifesto that uses fashion to launch direct and critical messages about society. A series of sharp, provocative, and ironic graphics reinterpret three toxic behaviors of our time, pushing them to the extreme and transforming them into aesthetic statements.
MSGM x Giga Design Studio
The first slogan – IT’S HOT HERE – is a visual cry against global warming. But instead of showing melting glaciers or burning forests, MSGM and Giga Design Studio choose an everyday icon: the smartphone. The design denounces our obsessive use of electronic devices, highlighting their often-ignored environmental impact. Graphic minimalism and direct messages, to make us sweat… even without the sun.
The second provocation – PAY ME! – is about money. In a world where everything has a price, this becomes the slogan of a generation that feels exploited, overproductive, and hungry for recognition. The image of cats clinging to ATMs is as surreal as it is powerful: a pop symbol that tells of our dependence on an increasingly dehumanizing economic system.
The third message is a direct blow to the heart of capitalism. BUSINESS AS USUAL (shortened to BAU!) is a familiar expression, but here it takes on a sharp tone: the idea that, despite climate and social crises, everything should go on as usual. The graphic makes fun of the normalization of disaster, proposing an urgent and necessary shift in perspective.
A collection that is also a megaphone
FANTASTIC GREEN is fashion, but also social critique, visual irony, and creative activism. It’s not just a project to wear, but an invitation to think, question, and most of all, act. A project that perfectly reflects the identity of MSGM: bold, pop, and never boring.
In an era where climate change, rampant consumerism, and global indifference are everyday issues, MSGM and Giga Design Studio remind us that fashion can (and must) have a voice. And if that voice screams, even better.
Also read: John Giorno: Transforming Poetry into Visual and Sound Experiences
