Bruce LaBruce’s subversive lens has previously captured scenes of kinks, taboos, underground uprisings, zombie coitus, incest and sacrilegious sexuality. Now, the cult Candian auteur documents the MSGM FW25 collection. “The choice of LaBruce is intentional,” says MSGM founder and designer Massimo Giorgetti, “it provokes reflection on society’s obsession with narcissism and hedonism, mirroring our times… It highlights the almost frantic need to display oneself in front of a camera.”

We see models wearing leopard print coats and leather boots surrounded by giant mystic mushrooms, furry scarves tied like rabbit ears leading the way, and a hoodie illustrated with two teddy bears caught in a moment of transgression. This season’s collection, titled Follow the Rabbit, took us on a trip – “an invitation and a warning,” read the show notes, “guiding those curious enough to explore unknown paths.” The narrative explored that unique yet universal coming-of-age period when naivety cracks into something darker, and we look for meanings beyond what we see in front of us. Mushrooms were everywhere, knitted onto oversized, grungey cardigans, and reflected in earthy tones, as were rabbits, woven across jumpers and artistically drawn on shirts. The show notes referenced the role of rabbits in literature and cinema, in Alice in Wonderland and – particularly – Donnie Darko and Gummo, two 00s cult films that defined adolescence in that era – and still do. Where tornados and planes falling from the sky are symbols of rebellion, transformation and escapism. Hey, why are you wearing that stupid bunny knit?