Sunnei walks the runway at Milan Fashion Week
Loris Messina and Simone Rizzo have created (in 2015) a brand founded on product care and digital strategy. From season to season they have created a continuity within their collections that makes them almost non-seasonal (the 1000CHIODI sneaker, Labauletto Bag, the rubberized earrings), with some specific insertions and variations and collateral projects such as SUNNEI OBJECTS. The winter 2022/2023 fashion show tells of bolder volumes and proportions, but it is also and above all a performance that makes us reflect on our relationship with time (and haste).
1. Always on the run
Via Condino, behind the Prada Foundation is surrounded by construction sites, is the location where guests are invited to go up to get ready to watch the fashion show. A voice on the microphone urges everyone to stand up, wait patiently and then get ready with the camera set to video in slow-motion. The models, in fact, arrive one by one aboard a taxi and then, simply, run through life. And the audience with the camera perpetually on becomes the leading actor, because only through the videos systematically posted on social media is it really possible to grasp the details of clothes and accessories.
2. Jersey to shape the bodies
The basis of the clothing is very technical: bodysuits, leggings, turtlenecks and tank tops paint the shapes and create canvases on which the tailoring climbs and takes shape.
3. Give me color
Red, blue, green, yellow, green. Never as this time the colors are strong, scratchy and bold. In colored Jersey are also the hair bands, alternating with those knitted in 3D, with pompoms and covered with crystals.
4. Irony and a sense of the team
SUNNEI is known for his sense of humor, between exaggerated silhouettes and a direct approach with users on social media, especially Instagram. The well-known print “everyday I wear SUNNEI” now becomes “SEE YOU SUNNEI”, while Angelino, the french bulldog that welcomes anyone in the brand’s headquarters with their request for caresses and attention, becomes the protagonist of one photographic print on a long skirt.
5. A bag for Milan
The novelty of the season is a tribute to Velasca Tower, the skyscraper built in the late 1950s that towers over the historic center of the city of fashion. A small jewel held by a simple cotton thread, to be carried over the shoulder and by hand.
The interview with Loris Messina and Simone Rizzo
Fashion has always made us dream with an “aspirational” intent. Today all this has been turned upside down: never before seems to be so fascinating reality as in this moment. Why is there this particular attraction for the real and less and less for the dream?
As far as we are concerned, we have never been interested in the interpretation of abstract themes, we have always drawn inspiration from everyday life. The only intangible aspect on which we focus is digital, even if, although this may contain anything that can come to mind, we would not speak of an imaginary reality. In fact, the digital world finds an ever greater space within that routine that we have always told, which is why it came naturally to us to also integrate it into our projects. In each expression of Sunnei you will find different “layers”, which play with the infinite nuances between what is material and what is pixel. In the case of this show, the autumn winter 2022 2023 collection, the guests of the event are welcomed inside a “set within the set” because we have transformed an outdoor location into a sort of film set in which the models instead of parade, they run. At the same time, however, we asked anyone who wants to make videos of the show to record in slow-motion, so the experience was also seen on the screen and therefore different from those who witness it firsthand.
What is irony for you?