When you hear the phrase "Italian fashion," dozens of giant brands that have shaped the concept of "luxury" for decades likely come to mind: Prada, Bottega Veneta, Gucci, Versace, Armani, and many others. These brands have carried the classic Italian style through the years, which remained relatively unchanged for quite a long time. However, in recent years, the attention of the fashion public has increasingly been captured by young brands with a radically new perspective on Italian fashion. MSGM, Palm Angels, EÉRA, and even the American Off-White, which has set up its headquarters in Milan, signify the birth of a new fashion and the shift of centuries-old traditions towards experimentation and stylish madness. Among them, one cannot help but notice the rebellious Sunnei — a Milanese brand that burst onto the scene this December. We will talk about it below.
Sunnei was founded in 2015 by two friends, Loris Messina and Simone Rizzo — and from the very first collections, the brand has been at the forefront of a new Italian fashion avant-garde. The name of the rebellious brand comes from the song by Bobby Hebb "Sunny," which you probably know in the performance of Boney M — this fact serves as the first hook for understanding the brand.
"If northern fashion best combines with the concrete landscapes of a big city, then Sunnei encourages us to take a break and head to nature, and even better — to a sunny seaside."
The original idea of the brand is to take the Italian fashion of the 70s in all its richness and reinterpret it in a modern way. However, with each collection, Sunnei moves from the 1970s more towards the 2070s — not only in the approach to things but also in the character of the brand. In one of the interviews, the founders of Sunnei admitted that their items are "made in Italy" not only in the literal sense but also in a figurative sense, as their style, upon closer inspection, is Italian to the core — and here’s why.
Italians are very loyal to their traditions and are extremely reluctant to depart from them. Perhaps that is why, by an ironic coincidence (which we honestly do not believe), the first clients of the young brand were our old friends from South Korea, who discovered the brand on Instagram even before the local Italian buyers. And if when talking about Koreans we mentioned the term "hallyu", in the case of Sunnei, the Italian word "sprezzatura" involuntarily comes to mind.
Sprezzatura, or "lack of effort" — a concept known since the times of classical Italian art, which embodies a rejection of pedantry in favor of calculated carelessness.
This definition, which can confidently be applied both in art and in life, has become one of the ideological foundations of the Sunnei brand. It seems to take seriousness from the affected and somewhat outdated (note from the author: Giorgio Armani's age at the time of writing this material is 87 years) Italian fashion, adding to it the spirit of the future through openness to new perspectives on familiar things. The concept of "sprezzatura" has also resonated with Asian clients, as relaxation and freedom of movement and thought are one of the fundamental principles of the same "hallyu."
For Sunnei, the feeling of modernity is based on ideas of freshness and innovation, which are layered over classic Italian styles.
In every collection of the brand, there are striped prints, leather boots, and wide trousers that could easily find themselves on the heroes of Fellini's black-and-white films. However, each item is infused with the same concept of "sprezzatura": the trousers are complemented by practical bulky pockets, bright prints adorn classic-style shirts, and almost artisanal handmade shoes are painted in contrasting colors. The atmosphere of light madness is exactly what could dilute the rusted luxury of centuries-old fashion houses.
In the autumn-winter collection, the brand presented bright yet insulated panama hats and sneakers — previously attributes exclusively of summer, which now feel quite comfortable when paired with an avant-garde sweater-scarf and a thick demi-season shirt. In the promotional campaign, Sunnei utilized the digital space and replaced models with characters from a computer game. Like a glitch in the matrix, we observe images that simultaneously remind us of postcards from Italy of the last century and the risky vibrancy of haute couture shows. Each brand presentation creates a sensation online, as finally the focus is not on the fashion elite, but on us, the customers. Retro-futurism and customer orientation in all its glory.
Leather bags, for which people literally embark on crusades to Italy, take on a completely new look at Sunnei while maintaining high quality. Remaining minimalist in design, the brand boldly approaches the choice of shapes and colors — for example, combining silver with turquoise, perfectly reflecting true Italy: vibrant, summery, and radiant.
Jewelry that debuted in the FW21 collection resembles clusters of alluring forest berries sparkling in the hot Tuscan sun, while the shopper bags paired with shirts illustrate moments of youth — polaroid snapshots from parties, conveying an atmosphere of freedom and carefreeness. The atmosphere of "sprezzatura."
