Here’s the thing: in an era where fashion shrinks into mini bags and underwear, wrapped in layers of conceptual rhetoric, SUNNEI shows that there’s an alternative. What you see is what you get. FW25 is about a brand and its formula—the SUNNEI Formula. You can buy into it, or you can walk away. That decision, at its core, is fashion in its rawest state: a transaction. A point where desire meets reality, where something moves from us to you.
Today it’s all about trying to sell an idea—especially when it comes to fashion—but often, the materialization of that idea, and eventually, the idea of selling it to people gets lost in the process.
Every season, a brand steps onto the stage like an actor, offering a fresh take on its own role. If you’re here, we imagine you know SUNNEI at least a little—and by now, you know we love to toy with expectations. But this time, as we pull off our latest act of “fashion magic,” maybe the moment calls for something else—a bit of fashion realism.
It’s been a year of change—some doors are closing, and new ones are opening. Quite literally. For its FW25 Show, SUNNEI invites you into its own bubble—a new store, new clothes to sell, new customers to satisfy.
Let’s not overcomplicate it. Fashion is about buying and selling, and there’s nothing wrong with saying that matters to us. The founders of SUNNEI define themselves as creative entrepreneurs, after all. But here, sales are more than just numbers on a spreadsheet. A transaction can be an act of expression, a conversation, a statement. This season, we’re not here to explain what our fashion “means.” We’re here to talk about something far more human: Buying into something, because we like it, because we believe in it. FW25 is about undressing—not just in the literal sense, but stripping away expectations, shedding interpretations. What’s left? The clothes. The store. People gathering, exchanging glances, gestures, ideas. Buying, trying, checking, commenting.
The show itself is a statement: Models as if they were customers, stepping onto a runway that blends into the street, breaking down the boundary between fashion as performance and fashion as we live it on our day-by-day. The audience watches from beyond the barriers, not just as spectators but as participants in a moment where commerce and creativity collide. As the show progresses, the models move along a carefully plotted trajectory, navigating a space that transforms the city into an extension of the runway. The lighting shifts dynamically, sound pulses in sync with each step, and for a moment, retail becomes something else —something theatrical, immersive, inevitable.
Nothing more. Nothing less. And no, we are not here to make a conceptual statement. This is a concept-free area.
Source : SUNNEI
