SUNNEI celebrated its 10th anniversary with a show that bent time, challenged perceptions, and embodied the brand’s rebellious spirit. Held at Lia Rumma Gallery in Milan, the SS25 collection unfolded across two floors, immersing guests in an experience where time itself seemed distorted. It was a deliberate, slow-paced showcase that defied the typical fast-paced tempo of fashion week, much like SUNNEI’s refusal to conform to industry norms.
SPRING SUMMER 2025
What stood out this season wasn’t just the clothes but the casting—elderly models walked the runway, marking a bold and refreshing move. In a world obsessed with youth, SUNNEI turned the spotlight on a demographic often overlooked, embodying the brand’s ethos of inclusion and breaking barriers. Their presence brought a sense of timelessness to the collection, a reminder that fashion transcends age.
As for the collection itself, SUNNEI delivered a masterclass in bold colors, exaggerated volumes, and signature stripes—familiar codes that have never felt sharper. From macro silhouettes to explosive designs, SS25 was a celebration of “smart wear” that defies trends and embraces individuality. The inclusion of playful elements, like bags made of paper and the second SUNNEI x CAMPER shoe collaboration, highlighted the brand’s commitment to craftsmanship and creativity while keeping fun at the forefront.
The show’s use of prints, featuring characters drawn by co-founder Loris Messina’s mother in the 1980s, added a personal and nostalgic layer to the presentation. These prints, showcased on foulards available for purchase post-show, brought human intelligence back into the fold after a failed experiment with AI—a reminder that SUNNEI values authenticity above all.
Overall, SUNNEI’s 10th-anniversary collection didn’t just celebrate a decade of style; it reflected a brand that remains unapologetically itself, unafraid to question time, trends, or tradition. With a show that embraced all ages and distorted reality, SUNNEI once again proved its place as Milan’s most daring fashion voice. And if they ever get that Wikipedia page, it’ll be well-deserved.
