PRESS KIT FW25

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Here’s the thing: in an era where fashion shrinks into mini bags and underwear, wrapped in layers of conceptual rhetoric, SUNNEI shows that there’s an alternative. What you see is what you get. FW25 is about a brand and its formula—the SUNNEI Formula. You can buy into it, or you can walk away. That decision, at its core, is fashion in its rawest state: a transaction. A point where desire meets reality, where something moves from us to you.

Today it’s all about trying to sell an idea—especially when it comes to fashion—but often, the materialization of that idea, and eventually, the idea of selling it to people gets lost in the process.

Every season, a brand steps onto the stage like an actor, offering a fresh take on its own role. If you’re here, we imagine you know SUNNEI at least a little—and by now, you know we love to toy with expectations. But this time, as we pull off our latest act of “fashion magic,” maybe the moment calls for something else—a bit of fashion realism.

It’s been a year of change—some doors are closing, and new ones are opening. Quite literally. For its FW25 Show, SUNNEI invites you into its own bubble—a new store, new clothes to sell, new customers to satisfy.

Let’s not overcomplicate it. Fashion is about buying and selling, and there’s nothing wrong with saying that matters to us. The founders of SUNNEI define themselves as creative entrepreneurs, after all. But here, sales are more than just numbers on a spreadsheet. A transaction can be an act of expression, a conversation, a statement. This season, we’re not here to explain what our fashion “means.” We’re here to talk about something far more human: Buying into something, because we like it, because we believe in it. FW25 is about undressing—not just in the literal sense, but stripping away expectations, shedding interpretations. What’s left? The clothes. The store. People gathering, exchanging glances, gestures, ideas. Buying, trying, checking, commenting.

The show itself is a statement: Models as if they were customers, stepping onto a runway that blends into the street, breaking down the boundary between fashion as performance and fashion as we live it on our day-by-day. The audience watches from beyond the barriers, not just as spectators but as participants in a moment where commerce and creativity collide. As the show progresses, the models move along a carefully plotted trajectory, navigating a space that transforms the city into an extension of the runway. The lighting shifts dynamically, sound pulses in sync with each step, and for a moment, retail becomes something else—something theatrical, immersive, inevitable.

Nothing more. Nothing less. And no, we are not here to make a conceptual statement. This is a concept-free area.

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The FW25 sound is weird futuristic electronic music inspired by intense sound design practice.
Energetic and fast changes of bpm during the whole soundtrack with a finale which melts together trance and music for harp.

SUNNEI · FW25 Soundtrack

NEW STORE, NEW CONCEPT

“A concept store with no concept.” say some on posters around Milan, accompanied by the SUNNEI logo, the words “STORE · CAFE · GALLERY,” and an address: “VIA PRIVATA PIETRO CIRONI 15, 20133 MILANO.” This verdict encapsulates the essence of SUNNEI’s newest space, set to open its doors on March 1, 2025.

Following a heartfelt farewell to its first flagship on Via Vela, SUNNEI said goodbye to every kind preconceived notion of retail as well. It was time to discard conventional expectations and craft an experience that truly reflects the brand’s disruptive DNA—an approach that has already defined its fashion shows and now finds its missing piece in this space.

Stripped of predetermined standard and unbound by traditional retail logic, the result is the ultimate SUNNEI formula, which indeed is hazardous and one-of-a-kind.

LOCATION: PALAZZINA SUNNEI AS THE BRAND’S HOME

Starting from the location, the new 150 sqm store surprises for being housed inside the brand’s headquarters. By integrating retail within its creative hub, the brand blurs the boundaries between conception and consumption. Here, customers can shop just steps away from the very people who designed the pieces. Have a question about a garment? The designer might just come downstairs to answer it.

Palazzina Sunnei is not just a headquarters—it is the beating heart of the brand. This store is the physical embodiment of sunnei.it, oering a gateway into the multifaceted SUNNEI universe, from ready-to-wear to SUNNEI Objects and the immersive soundscapes of Radio SUNNEI.

A HYBRID SPACE DESIGNED WITH 2050+

More than a store, more than a café—this space aspires to become Milan’s newest cultural hub. A meeting point where the community can engage with art in all its forms, from installations and exhibitions to listening sessions and live performances.

The visionary architecture studio 2050+ has translated founders Loris Messina and Simone Rizzo’s ideas into a tangible, hybrid space defined by a “non-design” aesthetic. The result is a meticulously curated yet understated environment where various shades and finishes of white serve as a blank canvas, allowing SUNNEI’s vibrant universe to take center stage.

2050+ devised an abacus of geometric elements to structure the space: viewed from above, racks appear as lines, the café as a series of squares, and the fitting rooms as circles and curves.

COLLABORATIONS

At SUNNEI, essentiality, functionality, and form are guiding principles—from ready-to-wear to objects and now, to retail design. Here, this philosophy manifests in a conscious rejection of superfluous elements. Instead of grandiose design pieces, the space highlights meaningful collaborations with creative partners.

A prime example is a handcrafted, mycelium-insulated sound system by the bio-design brand Mycoaudio, designed to enhance the store’s sonic identity, and the rugs crafted in collaboration with cc-tapis, a continuation of the partnership that debuted with the expansive 72 sqm carpet used for the FW24 show.

Collaborating with Campeggi, the Sosia sofa by Emanuele Magini is featured in the space as one of the few design pieces whose presence makes sense in this context.

The café is curated by Tommaso Vergano (Chinati Vergano, a family-run vermouth and liqueur producer, & Amore Liquido, a distributor of gastronomic non-alcoholic beverages) and Anastasia Posca (from Turin’s iconic Isola, a natural wine bar and cultural hub, and Dolphin Market, a concept store for food and design objects), both experts in the field. They have helped shape an inviting space where visitors can unwind, connect, or work while enjoying a meticulously selected range of gastronomic products and projects.

SUNNEI’s new store is not just a place to shop—it’s a living, breathing embodiment of the brand’s ethos, an ever-evolving space where fashion, design, and culture converge.

SOUND DESIGN: TOCCI
HAIR: PAOLO SOFFIATTI @Blend Management using Alterego
MAKE UP: JURY SCHIAVI @Blend Management using Lord & Berry
CASTING: LORENZO DE FAZIO, SOFIA MICHAUD
VIDEO: GOOFY
WORDS: FEDERICO SARGENTONE