Gen Z and graphic tees in M1992's new collection

BRAINWASH: to make someone believe something by repeatedly telling them that it is true and preventing any other information from reaching them. 

For the debut of the Spring/Summer 2021 collection, that was launched yesterday on the platform of the Camera Nazionale della Moda Italiana during the first-ever Milan Digital Fashion Week, M1992 unveiled the short film Brainwash, directed by Paolo Forchetti and Miriam Gili and inspired by the world of bots and digital realities of generation 2.0.

In the wake of the video proposed by Massimo Giorgetti and Luca Finotti for the new collections of MSGM, also, in this case, the protagonists are the kids of Gen Z; still, there is no more time to talk about the love, instead, they need to deal with their greatest fears. There's Khodi, obsessed with cleanliness; Zaccaria who is afraid of flowers; Mariana, claustrophobic; Jacopo, the narcissist; Xu, obsessed with numbers; but also the Tiktoker Jibril, who spends his day s making videos with his smartphone. Fake news, brainwashing, data collection and subliminal messages on the Internet: these are just some of the stages of the journey undertaken by the protagonists of the film, who came out of the lockdown but are still prisoners of themselves. 

For the brand's new collection, designer Dorian Tarantini left the pants aside and focused on other items such as shirts and chain jewellery. Assuming that face-to-face encounters in the virtual world have launched the new dress code of the season (and that not wearing pants can be truly liberating), the collection features a variety of statement prints, very dear to M1992, including the slogan "Brainwash" with a wavy, witty and Insta-provocative font. 

But the cult piece of the collection is undoubtedly the green screen shirt, used in the short film to transform feelings into images and project them on the outfits of the protagonists. The structure of the shirt follows that of the hardcore concert merchandise of the Nineties, made of materials such as viscose and light nylon, sensitive to colour and prints. With short boxy sleeves or formally accolades, they have all the signs and iconography of the present, to be worn rigorously with classic cigarette trousers in the colours of the British-mod imagery and polished moccasins.