AsSimone RizzoandLoris Messinareflected on ten years of disruptive and provocative fashion at their now-iconic brandSUNNEI, they came to the conclusion that age is irrelevant. Continuing their habit of surprising and entertaining guests who have learned to expect the unexpected, they crafted a thoroughly quirky runway show that intentionally left attendees with more questions than answers and was ultimately an invitation to self-reflection and personal interpretation.
Embracing non-traditional models in a beautiful celebration of aging gracefully that provided a refreshing change of pace during a frenetic Milan Fashion Week. The highly conceptual show addresses the certainty of uncertainty and hinted at an unapologetic comfort with the fact that, as guests were told,nobody knows what SUNNEI will look like in 90 years and none of us will be around to see it.”
Illusion Upon Illusion Creates Fully Immersive Experience
The show, which started almost an hour late as excited anticipation built among the fashion luminaries present, opened with a discordant soundtrack. Largely radio static, with the interjection of the tinny notes of Happy Birthday, it jarred guests out of their fashion week routine and encouraged them to fully immerse themselves in one of the most memorable moments of this season. Press were told that it was an “attempt to slow time,” an attempt which resoundingly succeeded as judged by the intent focus of all in attendance.
The catwalk, which followed a complicated path in adherence to the brand’s statement that the show would be “a nightmare for the models,” became a surrealist cirque de soleil that forced guests to suspend their beliefs in linearity and dive into a trompe l’oeil world in which nothing was quite what it appeared to be…unless, by chance, everything was exactly what it appeared to be. Some of the bags were made of paper, though it was difficult to discern which, and absurdist platform sandals toed the line between comfort and discomfort.
Illusionist prints based on 1980’s drawings by Messina’s mother danced across garments that rebelled against an AI-dominated world through promoting the profound power of human intelligence. The conceptual became commercial through foulards embellished with the prints that became available for sale immediately after the show and increased guest engagement with a collection that had already fundamentally challenged their expectations of time and fashion cycles on both a macro and micro level.
SUNNEI at its Strongest After a Decade of Success
The collection’s largely somber color palette was contrasted by the final looks: a pair of voluminous and bright silhouettes that suggested optimism. They also reflected the carefree spirit that SUNNEI epitomized in telling the press that “to shake off the weight of this 10th anniversary, let’s just say that 10, 100, 2, or 85 are just numbers.” As it enters its second decade, Sunnei reminded us why it is a delightfully disruptive force in the Milan fashion scene. We may not know what’s next for the brand. But the journey will definitely be compelling.