For Its 10th Anniversary, SUNNEI Feels 100 Years Old
“Let’s bend time, play with it, and see what happens. Nobody knows what SUNNEI will look like in 90 years—and none of us will be around to see it.”
Working in fashion often feels like you’re aging in dog years. Seasons come and go, the fragility of virality feels omnipresent and the pace required to keep up is recorded at lightening speed. Often dubbed Milan’s “craziest” brand, SUNNEI knows a thing or two about judgement, viral shows and proving itself time and time again. Now, for its Spring/Summer 2025 collection at Milan Fashion Week, the brand is ready to shake off the weight of anxiety that comes with the trajectory of success and say “age is just a number.”
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For its 10th anniversary, the Milanese brand questioned this significance of perception and image with a cast of elderly models and a collection robust with contradictions. As always, the brand’s quirky and satirical spirt was in full force, never failing to put a grin on guests’ faces.
Take a look at the show in the video above and continue reading for our full review of the collection.
WHERE: The show was held at the offices of Lia Rumma Gallery which is a mecca for modern art, friends of SUNNEI and a home to emerging designers with their pulse of the city’s creative flow.
SEE: The SS25 show name “10 years feels like 100” is mirrored in the collection as it feels like the brand’s most seasoned and mature collection yet. SUNNEI’s signature bold colors, stripes and volumes were on full display while soft denims, mesh tops and high waisted trousers were taken for a spin. Platformed flip flops rose sky high while barely-there paper bags were camouflaged in the bright prints of the garments. Elsewhere, the brand revealed their second collaboration with Camper — a four shoe series featuring a double-sole design.
HEAR: Before the show commenced, after reading the show notes, some guests questioned if there would be a show at all. “There’s no show!” , “That’s the theme — we’ll wait here all evening if it’s about the distortion of time.” But, luckily for us, there was a show and it was set to an aptly disorienting soundscape. The pace of the music started quickly and then slowed to a near halt of 100 BMP before regaing pace. It was the perfect sonic illusion to match the collection’s theme.
TOUCH: SUNNEI is known for its bold combinations of colors and prints — and SS25 was no different. The graphic prints of this collection feature womens’ faces drawn by co-founder Loris Messina’s mother Marylène Fantoni in the ’80s. The images paint a picture of a dystopian future with sad eyes and abstract backgrounds.
TASTE: It feels ironic to identify a trend from SUNNEI. The brand is profusely anti-trend, calling themselves in the show notes “snobbish, explosive and detached from so-called trends.” However, if there’s one thing to learn from SUNNEI SS25, it’s that time is most certainly not of the essence.
