Fashion took an unconventional turn at Milan Fashion Week as MSGM and JordanLuca chose dark tunnels and dimly lit cellars as their venues. MSGM transformed the Milanese subway at Porta Venezia station into a runway, showcasing an urban collection inspired by the subway’s iconic Line 1, featuring AI-generated prints and vibrant pops of color. Meanwhile, JordanLuca opted for the warehouses of Central Station, presenting a lively Autumn/Winter 2024-25 collection with a British-inspired vibe, blending Mods and punk influences. The brands embraced unique atmospheres, with MSGM focusing on speed and design elements and JordanLuca creating a swinging London ambiance in a dark cellar adorned with silver balloons.
In the depths of the subway, MSGM’s collection played with the rush of trains, featuring neoprene suits, fur-lined collars, and abstract motifs. The iconic poppy red of Line 1 made a bold appearance, infusing vigor into predominantly black ensembles. The collection also marked a collaboration with the Franco Albini Foundation, resulting in a series of vibrant carpets.
JordanLuca’s showcase in a cellar depicted a mix of Mods and punk figures, showcasing elongated and tapered silhouettes, cream-colored knitted versions of classic pieces, and strict yet sexy suits for women. The brand, founded in 2018, presented impeccably constructed garments with signature elements like double-collared shirts and innovative details. JordanLuca’s new CEO, Radovan Biberovic, expressed plans to focus on the brand’s e-shop, Asia-Pacific region, and the United States, aiming to accelerate its development.
Both brands brought a fresh perspective to Milan Fashion Week by choosing unconventional venues and pushing the boundaries of fashion, creating immersive experiences for attendees.
