The Milan metro becomes a digital pattern with MSGM x Google A collection combining artificial intelligence and reality

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.

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.