Fashion, is an industry simultaneously obsessed with youth and money. An odd juxtaposition given the two are rarely found together in abundance. As a result, in an ever more financially frugal world, the prescribed fashion formula has begun to flounder. Marketing to a young audience is simply no longer viable. This younger generation, myself (a 24-year-old fashion writer) included, are struggling financially. Increased cost of living and stagnant wages don’t bode well for non-essential industries like fashion, particularly when your target audience’s main concern is if their budget will cover the basic necessities for the month. Yet, the fashion industry as a whole appears to grow ever greedier, raking in increasing profits by the season. But for independent labels who don’t wish to follow in the footsteps of luxury giants, by increasing prices and marketing to the top 1% of earners, the question of what to do in order to not be squashed by the goliaths?
Well, for its Spring/Summer 2025 collection Sunnei, whether inadvertently or by choice, tackled just such a question. The answer? To slow down.
Perhaps this reaction came from a moment of introspection, a result of the brand celebrating its 10th anniversary this season. Perhaps, the founding duo Simone Rizzo and Loris Messina are simply attuned to what the fashion landscape has desperately been searching for over the past season: time. The initial catalyst of this decision, to take a breath and decelerate, has been purposefully omitted. As written in the show notes, tacked to each frugal particle-board-box seat at the show: “No hints this season, no explanations – people’s interpretation will be enough”. And that in itself is the key, this time around each of us must take time to consider this collection’s significance for themselves. Therefore, before delving into this review, it would first be prudent to take a moment of reflection to gather your own thoughts and opinions.
To the collection itself: in what appears to be becoming something of a tradition for the brand Sunnei presented a catalogue of 30 looks, each demonstrating a remarkable wearability. Oversized silhouettes, geometric shapes, and relaxed draping dominated the lineup, in a departure from seasonal fads. Bold colour blocking, of typical Sunnei orange, yellow, and greens, were interspersed with neutrals, offering a balance between playful individuality and practical minimalism. Whilst voluminous sculptural tops, such as the ballon-like grey and red designs, stood out offering a distinctive yet comfortable option. Graphic prints, including photo-realistic faces and cosmic elements, brought a playful edge to the collection. Despite the avant-garde touches, the clothes maintained a sense of accessibility, with practical sneakers and loose-fitting trousers adding to the ease of wear.
Finally, regarding the casting, Sunnei’s statement was clear: age does not matter when it comes to style. The cast of all older models brought a breath of fresh air to the industry’s youth-driven obsession. Rizzo and Messina’s decision not only symbolised a celebration of the passage of time but also highlighted an often-overlooked demographic—one with significant spending power. By aligning with older individuals, the brand subtly acknowledged where the real financial influence lies. The older generation has the means to invest in timeless, quality pieces, and with this collection, Sunnei has proved themselves worthy of this investment.
