SUNNEI, touted as “Milan’s Craziest Vogue Model,” is usually remembered for its viral runway stunts. In earlier seasons, designers Simone Rizzo and Loris Messina have employed fashions to crowd surf throughout the entrance row, obtain reside scores from the viewers, and share their interior ideas over their venue’s loudspeakers, all with the intention of halting doomscrollers’ thumbs and claiming a bigger stake on vogue’s radar. However SUNNEI turned 10 final season (the Spring 2025 present’s noticeably older forged was a commentary on the passage of time), and severe enterprise strikes are rightfully starting to overshadow the decade-old model’s youthful antics.
On Thursday, SUNNEI’s Fall 2025 runway doubled as a retailer opening, and its fashions doubled as clients. All 29 appears have been outfitted with a number of white luggage studying “SUNNEI” in large black textual content, selling the Italian label’s new purchasing vacation spot (or “group hub,” because the model is looking it), full with a café and gallery area, that may open to the general public on March 1.
The present itself was about “undressing,” the designers defined. They didn’t imply that actually—take a scroll via the pictures above, and also you’ll discover that SUNNEI’s fashions are tastefully lined in colourful knit turtlenecks, fuzzy mohair sweaters, tight zip-ups, and swirly lengthy sleeves. As an alternative, Rizzo and Messina stripped the expectations from their sometimes theatrical label and left viewers with what was tangible: the clothes, the individuals, and, now, the brand new retailer. “Shopping for, attempting, checking, commenting,” as they put it.
“Fall 2025 is a couple of model and its method—the SUNNEI Method,” the present notes continued. “You should purchase into it, or you possibly can stroll away. That call, at its core, is vogue in its rawest state: a transaction. A degree the place need meets actuality, the place one thing strikes from us to you.”
To place it bluntly, SUNNEI is now much less excited by stopping your scroll and extra excited by swiping your card, as any enterprise ought to be. However that doesn’t imply the label has completed away with its intelligent advertising and marketing ploys: round Milan, SUNNEI has posted commercials with faux critiques from parody publications, like Imprecise and The New Work Instances, that learn: “The shop you actually didn’t want” and “The previous retailer was higher.” SUNNEI may be rising older, however not with out its wit.
Ultimately, the label’s Fall 2025 present was an easy comment on its present objectives: to open a retailer, join with new shoppers and construct a much bigger model. “Nothing extra. Nothing much less. And no, we aren’t right here to make a conceptual assertion. This can be a concept-free space,” the model concluded. That’s progress.
See SUNNEI’s Fall/Winter 2025 assortment within the gallery above, and keep tuned to Hypebeast for extra Milan Vogue Week protection.
