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Milan Menswear Spring 2021: Sunnei

Milan Menswear Spring 2021: Sunnei

Loris Messina and Simone Rizzo, the two creative minds behind Sunnei, have put all their creativity in this unprecedented situation and have been trying to make the most out of it, without looking too much to the past. The lockdown after all, has been somewhat positive to them, because they have found an otherwise very rare peace in Milan and this has allowed them to concentrate. On the future.

To present their Menswear collection, they created an experimental online platform, in which three-dimensional digital models – the ones you see in the gallery – wear the items in the collection. All the clothes are completely white, so that buyers have the opportunity to decide on materials, colours and finishes according to their own wish. The database that accompanies the creation is extremely detailed and provides all types of information and various types of combinations for each look. Like all brilliant ideas, it is simple. For Rizzo and Messina two things are clear: first, personalization and participation are very important for today’s consumers. Buyers will be involved in the process, they will have their say on the finished product and the garments they make will also be labeled with a special collaborations tag, so that each retailer will have its name on the label. Secondly, gaming is gaining power. In the East it is already a trend and it is slowly infiltrating even the to higher floors of Western society. Better to keep up with time readily.

This is supposed to be a first test. If the outcome is positive, the project will be extended to end consumers. The sustainable and conscious aspect of this collection is also clear: only ordered items will be made, and this will cut waste off. We don’t know exactly what the panel of the future will be like, but we bet Sunnei is on the right track to write the rules.

Cover image courtesy: Sunnei via


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