At Milan Fashion Week Men’s, the Italian fashion brand MSGM, conceived and directed by Massimo Giorgetti, in collaboration with Google and the Franco Albini Foundation, presented a “augmented” capsule collection at the mezzanine of Porta Venezia subway station. This collection was enhanced through smartphone technology and drew inspiration from Milan’s M1, the red subway line celebrating its sixtieth anniversary this year.

The designers captured photos using the AI capabilities of Pixel 8 and Pixel 8 Pro within the Milan subway, which were then processed to create printed patterns on the garments. Notably, the homage to the rationalist design of Franco Albini and Franca Helg  (with Noorda working on the iconic signage and wayfinder system of the subway) stands out for its precision in details, such as the iconic handrail incorporated on sweatshirts and coats resembling a logo, and also held by models during the runway show. This pioneering collaboration aims to seamlessly blend fashion, technology, design, art, and urban identity through the creative use of artificial intelligence.