GET TO KNOW: SUNNEI

GET TO KNOW: SUNNEI

"Our nature has always led us to take inspiration from what we experience in our daily life: what we see, the people we meet, the places we go to.” - SUNNEI

Quirky, experimental and innovative are three words we’d use to describe this next label. ‘Quirky’ for their Instagram video upload of a woman stepping through what looks like an eroding circular entrance that leads into a store. ‘Experimental’ for their use of CGI in numerous collection lookbooks and campaigns, and ‘Innovative’ for making their FW21 collection available to play as a game.

 

entering the fashion scene as one of the youngest rising labels in 2015

SUNNEI, the label that once printed Tom from Myspace’s iconic profile picture on a t-shirt while turning heads at Milan Fashion Week for their future thinking ready-to-wear pieces is a brand you need on your radar. Since entering the fashion scene as one of the youngest rising labels in 2015, the two designers behind the Italian label have gained their rightful place in the industry as the "cool kids".

 

 

2015: Loris Messina and Simone Rizzo had just quit their jobs to embark on their dream; launching SUNNEI.

Indeed, 2015. A year you may remember fondly if you were heavily into the fashion world back then, as Karl Lagerfeld had just taken Chanel to a literal fashion runway through his airline set design for the SS16 collection and Kim Jones (then at Louis Vuitton) had just previewed his grail-status silk shirts that to this day, still sends young consumers into a frenzy. This takes us to the opposite end of the spectrum where Loris Messina and Simone Rizzo had just quit their jobs to embark on their dream; launching SUNNEI.

Mentioned in an interview, the two founders announced “[they] were not designers” before they took the plunge into the fashion world that went beyond the digital marketing realm that were familiar with Nevertheless, this didn’t come as a disadvantage to the pair — instead, it gave them an extra insight over the likes of their competition who did have the designer title, forcing the pair to find their own unique process that worked for them.

 

pieces are often paired usually with other brands notorious for their connotations to “cool” such as the Margiela Tabis, Bottega Veneta woven handbags and, of course, anything by Balenciaga.

Today, SUNNEI is the brand for individuals who have perfected their personal style, and with a legacy that begun on Instagram headed by a digital marketing duo, we don’t doubt that their quote from Forbes in 2017, “[we] had never spent money on marketing” still reigns true to this day. The brand’s Instagram tagged photos section adds a layer of truth to that statement — it’s swarmed with interesting creative types who are clearly wearing the pieces because of the legitimate enjoyment they get from the label, which is no easy feat for a brand to attain in such a short period. It gives us further insight into just how SUNNEI pieces are often paired, usually with other brands notorious for their connotations to “cool” such as the Margiela Tabis, Bottega Veneta woven handbags and, of course, anything by Balenciaga.

 

 

The label as a whole is a direct sign of the times. From their CGI generated lookbooks right to their beautifully curated Instagram posts

The label as a whole is a direct sign of the times. From their CGI generated lookbooks right to their beautifully curated Instagram posts that place a focus on collection details, runway BTS and confusing, yet hard-to-divert-your-gaze-from 5-second videos, capturing the interests of Gen Z in an authentic and memorable way. The brand’s storefronts even look as though they belong on a budding design enthusiast’s Pinterest board because of the whimsical set up, the clear attention to detail and the on-brand extravagant design element that captures the very essence of what SUNNEI is all about.

With all the well-crafted clothing to choose from, some of our personal favourites from the label are the over padded High Neck Sweater captured in an orange/azure hybrid colour, along with their branded staples which make for an effortless style. We also can't get enough of the long overcoats from their FW21 collection, so, if you want to elevate your style let's take a quote from one of their AW18 Jumpers that caps off this designer introduction perfectly - “We should all be SUNNEI”.

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