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How fashion brand MSGM used Pixel’s AI features in its latest collection

A blurry image of an underground metro station in Milan shot on Pixel using Long Exposure mode and then modified with Magic Editor.

At Milan Men’s Fashion Week, Italian fashion brand MSGM unveiled a capsule collection — featuring imagery shot using the Pixel 8 and Pixel 8 Pro. This first-of-its-kind collaboration between Google and MSGM unites fashion and technology, with the help of AI.

image of three male models wearing the new MSGM sweatshirt and tank top where the pattern is a blurry image of an underground metro station in Milan shot on Pixel using Long Exposure mode and then modified with Magic Editor

How MSGM designers used Pixel features

To develop the line’s unique patterns, we provided MSGM's designers with Pixel 8 and Pixel 8 Pro devices. The featured images on the clothes were shot around the Milan underground area using Long Exposure Mode and edited using Magic Editor.

Long Exposure Mode uses Pixel's AI camera technology to creatively add blur to capture the energy of the scene in front of you — simulating a traditional long exposure that blurs the motion of moving objects. Achieving this effect on traditional cameras typically requires a tripod, but our engineers found ways to make this more accessible to everyone and stabilize Motion Mode shots.

Person standing behind the yellow line of an underground metro station as a metro passes them by. The metro is then blurred with Pixel AI features.

The images taken with Long Exposure Mode were then edited on the phone with Magic Editor. With Magic Editor, you can make complex edits without pro-level skills. Using a combination of AI techniques, including generative AI, the feature helps you make edits to specific parts of an image — in this case, objects in an underground metro station — so you have even more control over the final look and feel of your photo.

T images. The first is a picture of an underground metro station shot with Pixel’s Long Exposure mode. The metro is blurry and you can see through it. The second is the same picture of the underground but the objects are moved around using Magic Editor and the third is an image of a male model wearing the MSGM tank top with the second pattern applied to it.

The Pixel devices became an essential partner for MSGM, offering a suite of AI-powered tools that allowed the designers to fully express their creativity. “Celebrating the intersection of fashion and technology is like a journey through digital time, a collection that reflects on the speed of our era,” says MSGM founder Massimo Giorgetti. “MSGM and Google Pixel converge to create not just clothes, but an expression of contemplation on the digital and the lost time we wish to redeem. Each piece is a fragment of digital memory, a nod to the past and a leap into the future. The collaboration extends beyond fabrics and stitches."

Explore the MSGM x Google Pixel 8 Capsule Collection on MSGM’s Milan Men’s Fashion Week site.

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