Welcome to Palazzina SUNNEI. The room is white: a container for infinite possibilities. This is our world, built according to our parameters, shared with those who, for different reasons, belong to our club and take part in our lab. Here, reality, for whatever the word means, can be distorted, turned upside down through our lens.

In SUNNEI’s parallel dimension, we conceive performative acts. This is our way to question the fashion show as a spectacle, what it means within the system, the hierarchies it is based upon, the ideas it conveys. We aim at enticing a reaction in the spectator: a doubt, a thought, just a smile.

All of a sudden, spectators in their own not-SUNNEI clothing become models and walk the catwalk upstream. Inside the microscopic non-space of a revolving door something happens. A transformation took place in the blink of an eye and the model is now in full SUNNEI gear. Who is the onlooker, and who is the one who is looked at? The illusion is broken, just as the power of fashion to change appearance, in the fastest way possible, is revealed. The looks change, but the substance of the person stays intact. And yet, appearances are all that count, it seems. Sometimes they are all about the way one defines oneself with words. A job offer only matters if Joe Boffer is surprised by a self imposed, rather absurdist label. But this is a story within the main story, which is about perception and questioning how clothing directs it.

As for the collection, SUNNEI is a code - colorful and playful and sunny. As such, it keeps being updated, season after season, like a software. It is a code that avoids description and triggers personal reactions and explanations, or no explanations at all: luxuriating in the playful, colorful sunniness is enough.