Known as “Milan’s Most Extravagant Fashion Label,” SUNNEI is famous for its sensational runway spectacles that have gone viral in the past. Designers Simone Rizzo and Loris Messina have previously employed models to surf the front row, solicit live ratings from the audience, and broadcast their personal thoughts through the venue’s speakers, all aimed at capturing the attention of scroll-weary social media users and boosting SUNNEI’s profile in the fashion world. However, as SUNNEI recently celebrated its 10th anniversary (evidenced by a more mature cast for the Spring 2025 show, symbolizing the passage of time), it seems that more substantial business decisions are starting to take center stage, gradually overshadowing the brand’s youthful pranks.
On a Thursday event, SUNNEI’s Fall 2025 runway served dual purposes – a fashion show and a grand store opening. The models, in addition to strutting down the catwalk, also functioned as customers. Each of the 29 ensembles was accessorized with numerous white bags bearing the brand’s name “SUNNEI” in large black letters, marketing their new shopping venue (referred to as a “community hub” by the label), which will welcome the public starting March 1. This exciting new location will feature a café and gallery space.
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The show centered around the concept of “peeling back layers,” the designers clarified. This wasn’t a reference to removing clothes – you can see that SUNNEI’s models are modestly dressed in vibrant knitted turtlenecks, soft mohair sweaters, snug zip-ups, and flowing long sleeves. What they did was more about stripping away the usual theatrics associated with their brand, leaving the audience with the real essence: the clothes, the people, and now, their new store. As they phrased it, it was about “buying, trying, commenting,” focusing on the tangible aspects of their work.
2025 Fall season is all about a particular brand and their unique approach – the SUNNEI Formula. It’s up to you whether to invest or step aside. At its heart, this choice represents fashion in its purest form: a deal. A juncture where yearning meets the actual, where something passes from me to you.
In a nutshell, SUNNEI is shifting its focus from grabbing your attention with a halt to your scrolling, to encouraging swipes on their payment cards – which is a common strategy for businesses today. However, this doesn’t signal the end of SUNNEI’s creative marketing tactics. In Milan, they have displayed humorous advertisements featuring phony reviews from satirical publications such as Vague and The New Work Times, with titles like “The store you didn’t need” and “The old store was better.” Despite maturing, SUNNEI remains playful and witty.
Ultimately, the label’s Fall 2025 fashion show was a clear declaration of its present ambitions: it aims to open a new store, expand its customer base, and strengthen its brand. In simpler terms, the brand stated, “We are not aiming for anything more or less, and no, we are not here to make an abstract statement. This is a place free from concepts.” Essentially, this signifies growth for the brand.
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2025-02-28 23:56