SUNNEI Takes a Step Back and Looks Inward for Spring 2025 Show
Simone Rizzo and Loris Messina, the dynamic duo behind SUNNEI, are known for their daring and unconventional fashion shows. But this season, the brand took a different approach, opting for a more introspective and mature presentation.
In their show notes, Rizzo and Messina state that they always go for the least safe option, and this season was no exception. However, instead of wild antics and viral stunts, the brand focused on its 10th anniversary and what it truly stands for.
The show, held in Milan on Friday, featured models of all ages, representing the brand’s time-twisting agenda. The clothing, described as “smart wear,” was bold and eccentric, with daring colors, stripes, and dimensions. The dichotomous presentation was thought-provoking, challenging the traditional notions of age-appropriate fashion.
Initially, the designers had planned to use artificial intelligence to create a futuristic dystopian world for their characters, but they were disappointed with the results. Instead, they turned to Messina’s mother, Marlyéne Fantoni, and her artwork from the ’80s to inspire the line’s illustrative identity. The prints were also featured on foulards, which are now available for purchase on the brand’s website.
The show also included illusory bags made out of paper, a playful nod to the brand’s “ironic challenge” to spot them on the runway. However, the T100 Pelotissima sneaker and the CAMPER collaboration were very real, showcasing the brand’s signature mix of wearability, aesthetics, and attention to detail.
In their show notes, the designers poke fun at a recent New York Times article titled “Can Milan’s Craziest Fashion Brand Grow Up?” by asking, “Can Fashion’s Milanest crazy glow-up? Can the brand’s fashion Milan up, grow crazy?” They add that the pressure to grow up is not something they are interested in, and this show proves that they are staying true to their unique and unconventional style.
While SUNNEI may not be as wild and crazy as it once was, the brand’s evolution and maturity are evident in this show. It’s clear that they are still pushing boundaries and challenging the norms of the fashion industry, but in a more refined and thoughtful way.
