SUNNEI celebrates its 10th anniversary at Milan Fashion Week with a new store launch and Fall 2025 collection, signaling a shift from viral stunts to tangible business growth. The SUNNEI store, envisioned as a community hub with a café and gallery, debuted alongside a runway show emphasizing the “SUNNEI Formula” – where desire meets reality in fashion. Oakley and Cinelli also collaborated, unveiling biker glasses and a custom bike celebrating the art of fatigue, further highlighting innovation at Milan Fashion Week.
SUNNEI, known for its bold and often viral runway shows, has reached a significant milestone in its decade-long journey. As the brand celebrated its 10th anniversary during Milan Fashion Week, it showcased a shift in focus from theatrical stunts to tangible business growth. The Fall 2025 collection was presented in a unique format that doubled as the opening of SUNNEI’s new store, signaling a new chapter for the brand.
SUNNEI’s New Store: A Community Hub ###
SUNNEI’s Fall 2025 runway was not just a fashion show but also the debut of its new store, set to open on March 1. The store, located via Privata Pietro Cironi 15 in Milan, is envisioned as more than just a shopping destination; it’s a community hub featuring a café and gallery space. This move reflects SUNNEI’s intention to engage with its audience on a deeper level, offering a space where fashion, art, and community intersect.
The runway models were seen carrying white bags emblazoned with “SUNNEI” in bold black text, effectively promoting the new store. This strategic integration of the runway and store opening highlights SUNNEI’s commitment to blending its creative vision with practical business objectives. By turning its runway into a shopping experience, SUNNEI is redefining what a fashion show can be.
The SUNNEI Formula: Undressing Expectations ###
The theme of the Fall 2025 show was “undressing,” not in a literal sense but in stripping away the theatrical expectations typically associated with SUNNEI. Designers Simone Rizzo and Loris Messina focused on showcasing the clothing itself, presenting a collection of colorful knit turtlenecks, fuzzy mohair sweaters, tight zip-ups, and swirly long sleeves. This approach allowed the garments to take center stage, emphasizing the quality and design of the pieces.
Rizzo and Messina described the collection as an exploration of the “SUNNEI Formula,” a concept they defined as the intersection of desire and reality in fashion. They emphasized that the act of buying, trying, checking, and commenting is at the core of this formula. By presenting their collection in this straightforward manner, SUNNEI is inviting consumers to engage with the brand on a transactional level, where the focus is on the product rather than the spectacle.
From Viral Stunts to Business Growth ###
SUNNEI has a history of capturing attention with viral runway stunts, such as models crowd surfing and sharing their thoughts over loudspeakers. However, as the brand matures, it is shifting its focus from grabbing headlines to building a sustainable business. The Fall 2025 show was a clear indication of this shift, with the designers stating, “Nothing more. Nothing less. And no, we are not here to make a conceptual statement. This is a concept-free area.”
This move towards a more business-oriented approach is not without its clever marketing tactics. SUNNEI has been posting advertisements around Milan with fake reviews from parody publications like Vague and The New Work Times. These ads humorously critique the new store, reflecting the brand’s wit and self-awareness. Despite its growing seriousness, SUNNEI is not losing its playful edge.
Amelia Gray Hamlin: A Milan Fashion Week Star ###
Amelia Gray Hamlin, daughter of “The Real Housewives of Beverly Hills” star Lisa Rinna and actor Harry Hamlin, has been making waves at Milan Fashion Week. Managed by The Lion’s founder, Ali Kavoussi, Hamlin has quickly become a standout figure, showcasing her modeling prowess on the runway and in the streets of Milan.
Hamlin’s outfits have been particularly eye-catching, from a long gold gown covered in feathers to a daring mesh ensemble that subtly revealed her nipples. She also turned heads in a long leather trench coat worn open to accentuate her cleavage and a tiny skirt that showed off her legs. Her presence at Milan Fashion Week underscores her rising status in the fashion world and her ability to captivate audiences with her bold style choices.
Oakley and Cinelli: Elevating Fatigue to an Art Form ###
Oakley and Cinelli, a Milan-based cycling company, have collaborated to create a line of sunglasses inspired by the passion and fatigue of biking. The collection includes two models: the Cinelli x Oakley Latch Panel and Eye Jacket Redux glasses. The Latch Panel features a full-rim shield lens and a signature latch hinge, while the Eye Jacket Redux offers a bold oval silhouette reminiscent of the original 1994 model.
Both models are available in Race Worn colorways, with the Latch Panel in a black finish with Prizm™ Road Black lenses and the Eye Jacket Redux in an off-white hue with Prizm™ Grey lenses. The collaboration also includes a custom micro bag and box sleeve, adding to the exclusivity of the collection. Brian Takumi, Oakley’s vice president of creative and soul, described the Race Worn process as a symbolic journey, highlighting the individuality of each piece.
The Ultimate Biker Glasses: A Symbol of Journey ###
The Oakley and Cinelli collaboration goes beyond just sunglasses; it includes a hand-built Raceworn Nemo Gravel Bike, crafted at Cinelli’s headquarters in Milan. This bike, not available for sale, represents the culmination of the partnership’s focus on the journey and fatigue of biking. The limited-edition collection is now available online and in both brands’ retail locations, offering biking enthusiasts a chance to own a piece of this unique collaboration.
The collaboration’s emphasis on the journey aligns with the broader theme of fatigue as an art form. Oakley and Cinelli aim to transform the physical and mental challenges of biking into a creative expression, celebrating the resilience and dedication of cyclists. This approach not only elevates the functional aspect of the sunglasses but also adds a layer of artistic appreciation to the biking experience.
Implications and Conclusion ###
SUNNEI’s transition from viral runway stunts to a focus on business growth and community engagement marks a significant evolution for the brand. By integrating its Fall 2025 show with the opening of its new store, SUNNEI is setting a new standard for how fashion brands can connect with their audience. The emphasis on the “SUNNEI Formula” and the tangible aspects of fashion underscores a shift towards a more mature and sustainable business model.
Amelia Gray Hamlin’s presence at Milan Fashion Week highlights the growing influence of social media and celebrity in the fashion industry. Her bold style choices and ability to capture attention reflect the changing dynamics of fashion, where personal branding and social media presence play increasingly important roles.
The collaboration between Oakley and Cinelli demonstrates the potential for cross-industry partnerships to create innovative products that celebrate the journey and challenges of their respective fields. By focusing on the art of fatigue, this collaboration elevates the biking experience and offers enthusiasts a unique way to engage with their passion.
As Milan Fashion Week continues to be a hub for creativity and innovation, these developments highlight the diverse ways in which brands and individuals are pushing the boundaries of fashion. From business growth and community engagement to bold personal style and cross-industry collaborations, the fashion industry is evolving in exciting and meaningful ways.
Leave a Reply