One thing we can all agree on when it comes to the fashion industry is that it tends to be full of pretentious people, or, in politically-correct words, “opinionated minds.” Everyone has something to say about everything. If you’ve ever had the pleasure of attending a fashion show, I want to ask you a question: What goes through your mind as you scan every look striding before you?
Sunnei defies the conventional definition of a mainstream brand. Emerging in 2014 from the visionary minds of Loris Messina and Simone Rizzo, the Italian design duo made it a mission to shatter the monotony of the fashion landscape as we’ve come to understand it. Indeed, it came as no shock when Sunnei boldly introduced a collection of “pleasure objects”– I’ll leave that to your imagination.
Attending a Sunnei runway show is unlike any other in the fashion world. The contemporary ready-to-wear label’s expertise lies in keeping you on your toes, filled with anticipation, and constantly glancing over your shoulder, pondering what’s about to unfold. Last September marked my first experience with the brand. A small audience, all sitting tightly in a white enclosure when, out of the blue, the person seated beside me stood up and began walking down the runway towards the wall, vanishing into it and reappearing almost instantly with an entirely different look. Full Sunnei Spring 2023. And then another one got up, and another one got up, one after the other to the point that we were turning our heads left and right trying to guess who are the secret models sitting next to us about to stand up. It was only later that we came to the realization that behind the wall was the models’ identical twin, seamlessly swapping places and subverting our expectations.
@pauseonline Keeping you on your toes! #sunnei #twinmodels #fashiontiktok ♬ Run Boy Run – Woodkid
What could they possibly do to outshine last season’s performance?
The event took place in an isolated TV studio, which immediately raised questions about why we were situated so far from the city center. We walked inside a very dark theater that was surprisingly spacious and held a lot more seats than the year before. As we sit, a voice reverberates through the speakers: “Stop being immersed in your iPhone, you’re here, now, so be here.
“Creatives, journalists, photographers, friends of the brand, artists, musicians, all gathered in the same space, just for this particular moment, do they have anything in common?” Is it a reality check or an existential crisis about to unfold in the middle of fashion week?
After everyone had found their seats, organizers began handing out parcels emblazoned with the Sunnei stamp. Inside each document were 10 numbered paddles with the ranging numbers on them. “Judging is an instinct, do it! Judge now!” said the voice. With this bold move, Sunnei shifted the power balance into the hands of the spectators. As the models gracefully made their way to the podium, anticipation hung in the air, and we, the audience, played the role of fashion critics, raising and lowering the paddles to applaud the creativity and craftsmanship on display.
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Brilliant! But now let’s finally talk about the actual clothes. Each of the 30 pieces were a meticulously crafted work of wearable art, designed to evoke emotions, ignite conversations, and celebrate individuality. What set this collection apart was its bold exploration of color, texture, and volumes. The color palette is a vibrant spectrum that oscillates between soft pastels and striking neons drawing inspiration from athletic wear. The silhouettes are fluid allowing you to make a statement.
As I dived into the interactive world of Sunnei, I quickly realized that their unique accessories were what fans loved the most about the brand. I personally gifted myself the “Cubetto” bag for my birthday, so I can’t blame anyone for falling in love with the edginess and playfulness that the designers incorporate into each piece. In this collection, we see a new exploration of color for the classic bags but also conversation starter shoes. The footwear is a commitment to pushing the boundaries of fashion and celebrating the unconventional.
“Sunnei is the opportunity to not hate fashion, ancora.”
