The union between fashion and artificial intelligence is becoming increasingly strong, a result of the growing interest among independent designers in new technologies. During the Milan Fashion Week, the Made in Italy brand MSGM has embarked on a new chapter of this synergy by partnering with Google. A unique collaboration that brought digital fashion to the runway, utilizing the capabilities of the Pixel 8 and Pixel 8 Pro cameras, which were used by the brand’s designers to create dynamic patterns through evocative images of the Milan subway.
The photos evoke the hustle and bustle of Milan through nuanced plays of shades, an effect made possible by artificial intelligence and Pixel’s Long Exposure tools, allowing the capture of moving images without the need for a tripod, and Magic Editor, enabling complex edits even through the Google phone screen. “Celebrating the intersection of fashion and technology is like a journey into the digital era, a collection that reflects on the speed of our time,» shared MSGM’s founder Massimo Giorgetti. «MSGM and Google Pixel converge to create not just clothes but an expression of contemplation on the digital and the lost time we want to reclaim. Each piece is a fragment of digital memory, a nod to the past, and a leap into the future. The collaboration goes beyond fabrics and embroidery.»
Presented on the runway at Milan Fashion Week as an integral part of MSGM’s new FW25 collection, the prints created in collaboration with Google appeared on shirts, sweaters, and suits, adding momentum and color to tailored cuts. As this new partnership narrates, this Fashion Week MSGM paraded inside the Milan subway, a project that officially sealed the union between the digital and reality.