SUNNEI: Milan’s Craziest Fashion Brand Takes a Serious Turn with New Store Opening
Known for their viral runway stunts, SUNNEI has made a name for itself as one of Milan’s most talked-about fashion brands. But as the label celebrates its 10th anniversary, it’s clear that they’re ready to move beyond their youthful antics and make some serious business moves.
At their Fall 2025 runway show, SUNNEI not only debuted their latest collection, but also opened their new store, which will serve as a community hub complete with a café and gallery space. The show itself was a commentary on the passage of time, with an older cast of models and a focus on the brand’s “formula.”
The collection, titled “Undressing,” featured tastefully covered models in colorful knit turtlenecks, fuzzy mohair sweaters, and other cozy pieces. But the real focus was on the new store and the brand’s goal to connect with new consumers and build a bigger presence in the fashion world.
While SUNNEI may be growing up, they haven’t lost their clever marketing tactics. Around Milan, the brand has posted advertisements with fake reviews from parody publications, poking fun at the idea of a new store being unnecessary.
But at its core, SUNNEI’s Fall 2025 show was a straightforward statement of their current goals: to open a store, connect with new consumers, and build a bigger brand. And as they boldly declared, “This is a concept-free area.” Stay tuned to Hypebeast for more coverage of Milan Fashion Week and check out SUNNEI’s latest collection in the gallery above.
