SUNNEI turns 10, yet it still hasn’t managed to get a Wikipedia page.

10 years feel like 100, because over this decade we’ve traveled through time to the point of losing all sense of it. Now, time feels distorted, and it’s the moment to share this per- ception with everyone here. That’s the experience offered to guests this season—that’s the kind of interaction they’ll be invited to: living in a different conception of time. It can’t be fully explained in words, and that’s intentional. No hints this season, no explanations— people’s interpretation will be enough.
So, 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. “Milan has about 1.4 million residents. Around 20% come from outside the city. Approximately 30% of the population holds a university degree, nearly 8% are over the age of 80, and a quarter of its population is now over the age of 65.” It is fascinating to explore the average age of the brands that were part of this week’s calendar.

“Can Milan’s Craziest Fashion Brand Grow Up?” Can Fashion’s Milanest crazy glow-up? Can the brand’s fashion Milan up, grow crazy?
Someone asks if Milan’s craziest fashion brand can grow up, but that’s the kind of pres- sure worth avoiding. Once you start asking yourself these questions, you stop being your- self, then you stop being crazy, and then you stop growing. To shake off the weight of this 10th anniversary and the anxiety that comes with it, let’s just say that 10, 100, 2, or 85 are just numbers.

Age becomes irrelevant when you imagine the faces at a SUNNEI show 100 years from now.

“The offices of Lia Rumma Gallery in Milan are open from Monday to Friday, from 10:30 to 13:30 and from 14:30 to 19:30. For more information, please write to info@liarumma.it.” SUNNEI, its fascination for the creative industry and everything in between. That’s why this significant show is being held at Lia Rumma’s gallery—a mecca for anyone with a finger on the pulse of the arts.

The show spans two floors, so its pace is slower than usual—but the guests are already here. What can they do, leave before it ends? The music follows this flow: it starts fast, then drops to 100 BPM, an attempt to slow time, if only for a moment.

“It’ll be a nightmare for the models, a challenge for the music—it’s not a reasonable idea.” Some of the objections Loris and Simone received when they announced the two-floor concept. But, you know them - they’ll always go for the least safe option.

These years have been a relentless search for the traits that best define whatever “SUNNEI” stands for. And once something emerged, it was guarded at all costs. Pro- tecting our worldview, protecting our approach to communication, protecting our style, our people, and our integrity from any external polluting influence.

10 years that feel like 100, reflected in the collection, because this is SUNNEI at its most stylistically mature. SS25 is a symphony of SUNNEI’s codes—a powerful de- claration in bold colors, stripes, and signature volumes that have appeared season after season, but have never felt as precise as they do now. These pieces are snob- bish, explosive, detached from any so-called trends. They’re macro and it’s about creating “smart wear”.

Humans 1, A.I. 0: a result of our experience with the SS25 print series. The original idea was to use artificial intelligence to set the characters in a futuristic dysto- pian world, but frankly, the result was disappointing. So once again, we turned to the team’s human intelligence. These six faces were drawn by Marylène Fantoni (co-founder Loris Messina’s mother) in the 1980s, reflecting the style of the time. The clash with the background was Simone Rizzo’s idea. As soon as the lights go down on the SS25 runway, the foulards featuring these prints will be available for purchase on sunnei.it.

Illusions upon illusions. Among the bags, some are made of paper, distorting reality. The ironic challenge is to recognize them during the show.

The T100 Pelotissima is a carefully designed style that hits the sweet spot of what we want in a shoe—wearability, aesthetics, and attention to detail. This is the se- cond SUNNEI x CAMPER collaboration, and fortunately, both brands agree that it’s possible to achieve this level of quality while still having fun. That’s why these four shoe styles are playful in their color combinations and feature an innovative dou- ble-sole design.

And if you know someone good at creating Wikipedia pages, do let us know.